Nando's said the campaign, which had a limited budget, was deliberately designed to attract media attention. It also includes print and in-store ads. "We know there's a section of our audience that's going to be uncomfortable," said Nando's national marketing manager Carlos Antonius. "But we want to evoke response. "We do not wish to offend anyone, and least of all the detainees, but we challenge the public to debate the issue."



The fast food chain's advertising has caused controversy before. A campaign which featured different coloured chickens and the line "We're all the same on the inside, Pauline", had some people throwing stones at its stores, Mr Antonius said. The Advertising Federation of Australia says the campaign breaches the industry's voluntary code of ethics, but the agency concerned, Melbourne's Sphere Advertising, is not a member.

"Advertising needs to be bold, innovative and cheeky to cut through to consumers," federation chairman Matthew Melhuish said. "However, it also needs to gauge the temperature of consumers about sensitive community issues. To use the refugee issue is appalling and it's nothing more than a cheap shot." Controversy is regularly used by small advertisers to attract attention. One shoe company, which continues to create controversial ads, has said the publicity is worth millions in brand awareness and sales.