Bavarian Beer Café invites Australians to celebrate their inner Bavarian

A new campaign for hospitality chain Urban Purveyor’s Bavarian Bier Café brand mocks hipsters and fashionistas and asks them to release their inner Bavarian.

The campaign – created by Profero – will run across radio, experiential, outdoor and Facebook during the annual German beer festival Oktoberfest.

Consumers will be asked to upload photos of themselves to an online gallery to go into the draw to win a bar tab at a Bavarian Bier Café.

Profero’s creative director Matt Delprado said in a media release: “Celebrating your inner Bavarian reminds customers that there is a part of them that’s been waiting for Oktoberfest all year, and that there’s nowhere better to do it than in these much loved venues.” It is the first work by Profero on the brand. In 2010 Step Change Marketing had announced a rebrand of the Bavarien Bier Café to move away from its “thigh slapping” reputation and instead emphasise the craft of the brewers and staff.

Profero is the lead creative and digital agency on the account, after winning the communication strategy, creative and web development, social media and search work for the brand in a competitive pitch held earlier this year.