To launch the next edition of ‘Australia’s Hottest Burger’ and win an unfair amount of earned media attention for Burger Urge, we went one step further by promoting an ingredient none of their competitors could top.
We put a scorpion on our burger. A real (fried) Asian Forest Scorpion to be exact. It was a bit of a fight to get it signed off by the health department as a food source, but Australian Biosecurity was pretty chill about it.
And the media (who love reporting on anything but important news these days) ate it up. It featured on national morning shows and news bulletins. Karl Stefanovic had a crack at it and it even became a question on ‘Have You Been Paying Attention’.
More importantly, it sold out nationally in just two days and achieved over a million dollars of media exposure for the price of a few arachnids.
