Brand love: Cafe 51 to reward inked fans for life

brand love, brand loyalty

Melbourne burger brand, Cafe 51 is giving away free burgers for life to anyone who tattoos their burgers to their body.

Making a lifetime commitment to any brand is a big ask. Apart from Harley, there aren’t many brands can claim to be so loved that fans will display their brand loyalty in the form of a tattoo. Cafe 51 is hoping their free burgers for life campaign will give fans a real incentive to be walking billboards for their burgers.

Brand love brand loyalty

Burger fans will have to get a lifeSize tattoo of a Cafe 51 burger and logo on their body. The tat can be anywhere as long as punters are prepared to show it to staff and have it photographed for publicity. Details are here.

Cafe 51 is most likely hoping their tats for burgers campaign also goes viral. So far #freeburgersforlife has managed reached about 30,000 on twitter which could swell in the next few days.

Mr Burger tried a similar idea where they asked people to change their name to ‘Burger’ but this shut down by the authorities. Will this be another victim of the fun police?

In a fickle world where very few brands command true loyalty, I have to commend Cafe 51 for this brand gesture. While getting a tattoo is certainly not for everyone, it does symbolise a commitment between both the brand and its customer. There is clear value here for both the customer and the business.

If you are brand manager it might be time to think about what you’re doing to really recognise and reward your brand fans everyday?

Michael Hughes


Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.

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