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.
This work is tasteless. Tacky. And terrible.
User ID not verified.
I think this campaign is fantastic, but I can just imagine the backlash it’s going to receive. Considering Myer had to remove Katy Perry saying “let’s go chase some koalas”, I predict people will say that this ad is sexist, and that women “shouldn’t be ashamed of getting breast augmentations” or something.
People are offended by absolutely everything these days, and advertisers have to be so careful!
Such a shame, because this campaign is witty and so much fun!
User ID not verified.
A few years ago Oporto had a radio ad set in a Proctologist’s Office. It was reasonably graphic and since then every time I see one I think of the ad and can’t eat there. It’s a shame because I actually went a few times when they first opened up in Melbourne and they were not terrible.
User ID not verified.
Australia’s most iconic burger. Lol.
User ID not verified.
Billy was that an ad? I thought it was a product demonstration of how they source ingredients.
User ID not verified.
Times must be hard for the company to stoop to this. The staff must shudder to think what kind of customers it can be expected to attract.
User ID not verified.
Like the food?
User ID not verified.
I can’t tell whether it’s the copy I find jarring or the concept. Or both. Yep I think it’s both. The lines seem derisive and a bit hackneyed… kick not a kickback. Not saying I could do any better, just that I’d have trouble doing much worse.
User ID not verified.