Oporto plays on stereotypes to show that its burgers ‘bite back’

Burger chain Oporto has launched a new campaign which plays on the stereotypical traits of Bondi, South Yarra and Canberra residents.

Using the slogan “The Bondi Burger Bites Back” at the bottom of each ad, the campaign, created by Host, features punch lines including: “We’d call it the South Yarra Burger, but our breasts are real”.

Vanessa Rowed, marketing director at Oporto, said in a statement: “In order to drive reappraisal of Oporto and the much loved Bondi Burger, we wanted a campaign with an edge; a campaign that captured the sassy, spicy spirit inherent in both our food offering and our brand.”

Jon Austin, creative director at Host, said: “It’s not every day you get the opportunity to work on Australia’s most iconic burger. It’s even more rare that you get to put ‘burning the good people of Australia’ on your timesheets. This campaign allowed us to do both. ‘It Bites Back’ was a hugely fun project, and we look forward to creating even spicier work together with Vanessa and the Oporto team in the future.”

The campaign is set to run across out-of-home, radio, social and in-store.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.