Vegan burger sceptics forced to eat their words in Oporto’s launch campaign

Oporto is making critics of its new vegan burger eat their words in its campaign to launch the new menu item.

The campaign video shows sceptics, who reacted negatively to the trial announcement last year, invited to try the new burger, only to find their critical social media comments branded onto the bun with a laser.

The burger is comprised of a pea and herb patty, tomato and capsicum relish, avocado, tomato, and mixed lettuce leaves on a soft bun.

Oporto brand manager, Isabella Coskinas, said the fast-food brand wanted to create a high-quality product for the fast-growing segment of vegan consumers.

“We decided to introduce a Vegan Burger to our menu as we recognised that veganism was on the rise, and it was important to us that we had an option for everyone to enjoy our feel-good food at Oporto,” Coskinas said.

“We began development of the burger over a year ago, and went through many iterations to perfect it, consulting vegan chefs and customers along the way. The burger is made from real, fresh ingredients-incorporating over 10 different vegetables in the build – it’s not trying to be meat, it’s proudly plant-based.”

The static execution for the campaign

The campaign will see the long-form video, 15-second cut downs and static executions running across Facebook, Instagram and search platforms.

The campaign was created by Leo Burnett Sydney.


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