EAT YOUR WORDS

Short List
TitleEAT YOUR WORDS
BrandOPORTO
Product / ServiceVEGAN BURGER
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Idea Creation LEO BURNETT SYDNEY, AUSTRALIA
Media Placement MINDSHARE Sydney, AUSTRALIA
Production LEO BURNETT SYDNEY, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Sydney Chief Creative Officer
LAURENT MARCUS Leo Burnett Sydney Creative Director
KIM JERBO Leo Burnett Sydney Creative Director
ADRIAN JUNG Leo Burnett Sydney HEAD OF PRODUCTION
LUCY APPLEYARD Leo Burnett Sydney Producer
BELINDA DREW Leo Burnett Sydney Business Director
ALEX BARKWORTH Leo Burnett Sydney BUSINESS DIRECTOR
ISABELLA BEST Leo Burnett Sydney BUSINESS MANAGER
ARUN SURENDRAN Leo Burnett Sydney Editor
Tommy Thoms Prodigious Sydney Director / DOP
Aleks Manou Prodigious Sydney Editor

Background

How do you launch a Vegan burger when you are Australia’s most famous chicken brand? We needed to raise awareness about Oporto new delicious and tasty Vegan burger, Australia-wide + drive sales from Vegan and non-Vegan customers. With a limited budget and a social media only campaign.

Describe the strategy

Research surfaced that when it comes to vegan food, people are sceptics about it and think it can’t be full of flavours. But as we are all about flavours, we knew that if they tried it, they would love it. We also noticed that increasingly, people feel like they can say anything they want online with no consequences…

Describe the execution

We announced on our social channels the launch date our new Vegan Burger and, as predicted, we had plenty of haters posting how much they disliked the burger - even though they’d never tasted it. We invited those haters for a “product tasting”. However, they didn’t know they’d be tasting our Vegan Burger, or that we were about to serve them their own comments laser engraved on it: We were going to make them Eat Their Words, both literally and figuratively. We filmed the positive reactions and then reposted them online turning the very people who said they’d hate the burger into spokespeople using social content. But we didn’t stop there. We monitored for hateful comments on our channels and quickly served them back, engraved on a digital burger, accompanied with a voucher to try a Vegan Burger for free.

List the results

Eat Your Words, became Oporto’s highest performing social campaign ever, outperforming our previous best campaign with staggering social engagement increase: - Likes: 534% increase - Comments: 77% increase - Shares: 355% increase As a result, we doubled the sales target and even match the sales of our bestselling chicken burger. Our success also drove a 4% growth across all vegetarian items across the business.

Links
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