Chargrill Charlie’s takes over Bondi in Roxy Jacenko PR stunt

Lindsay Bennett
By Lindsay Bennett | 8 January 2018
Illustrator Aaron Favaloro and Roxy Jacenko

PR guru Roxy Jacenko cooked up a storm this weekend with yet another branded umbrella stunt.

Carried out by her PR agency, Sweaty Betty, a sea of Chargrill Charlie's umbrellas took over North Bondi.

Jacenko, who was recently revealed as an ambassador for Stan, shared multiple photos from her personal Instagram yesterday.

She writes: "I came up with this PR initiative about eight years ago and still activating it now - today for Chargrill Charlie's, keeping beach-goers protected from today’s 45 degree heat."'

chargrill.png500 umbrellas were distributed across Bondi over the weekend

Chargrill Charlie’s co-owned Ryan Sher says: “It was an amazing moment for us to see our Chargrill Charlie’s umbrellas covering a such an iconic beach yesterday like Bondi."

Beach takeovers are one of Jacenko’s signature moves, also rolling out a similar activation for Santa Vittoria several years ago.

Sweaty Betty has been behind the transformation of Chargrill Charlie's over the last 12 months, taking the business from a humble chicken shop to a Sydney hotspot. 

chargrill charlies'Best client ever' - Jacenko shared this image in 2017

Jacenko leveraged her own profile to create social media buzz about the store, sharing photos of its sweet potato fries and burgers to her 200k+ followers.

Since then, a number of famous fans have been spotted at the Chargrill Charlie's venues, including Hugh Jackman, Justin Bieber, the Sydney Swans and the Manly Sea Eagles.

See below for a gallery of the activation.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus