|Title||EAT YOUR WORDS|
|Product / Service||VEGAN BURGER|
|Category||A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains|
|Entrant||LEO BURNETT SYDNEY, AUSTRALIA|
|Idea Creation||LEO BURNETT SYDNEY, AUSTRALIA|
|Media Placement||MINDSHARE Sydney, AUSTRALIA|
|Production||LEO BURNETT SYDNEY, AUSTRALIA|
|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|
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.
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…
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.
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.