Oporto has launched a multi-channel campaign via creative agency Host which sets out to give the fast food chain’s iconic Bondi Burger a personality as spicy as its legendary Original Chilli Sauce.
With a roll-out that focuses on everything from targeted local insights to consumer idiosyncrasies, the ‘It Bites Back’ campaign delivers light-hearted and cheeky ‘burns’ across contextual out-of-home, radio, social and in-store placements.
Oporto marketing director Vanessa Rowed said: “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.
“We were thrilled that our partners Host were up for the challenge, delivering us an idea with attitude, which had us laughing from the get-go.”
Host creative director Jon Austin 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 rolls out nationally from early July and is Host’s first work for the brand since its appointment earlier in the year.