Oporto parodies drug cartels in new steak roll ad
Oporto has stepped out of its traditional ‘chicken shop’ positioning, launching a new steak roll product using what it describes as fresh, not frozen, meat.
To launch the new product Oporto’s creative agency Publicis Mojo introduced ‘The Carne Cartel’ – a Latin-American gang who “rule the red market with cojones of steel”.
Publicis Mojo ECD Grant Ratherford said: “The Carne Cartel are indeed as ruthless as Oporto is passionate in bringing steak to the menu. Steak people, not ‘meat’, not indistinguishable ‘meat like product’ and certainly not frozen ‘meat’. I hope people enjoy the Cartel story as much as we did making it, and of course, hoeing in the product post shoot.”
The campaign is running online, TV, out-of-home, radio and point-0f-sale.
The launch of the new product follows on from Publicis Mojo repositioning the brand’s menu in October last year.
Publicis Mojo group account director Ryan Bernal said: “The most exciting aspect of this whole project is seeing how the brand positioning we’ve created has helped inform and transform the Oporto business beyond advertising.
“For what’s traditionally been known as a ‘chicken shop’ to launch a steak product is a testament to how powerful a brand idea can be.”
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Boring.
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Boring?? I think not amigo, sometimes I think people who write comments on here have nothing good to say about anything.
Go enjoy your frozen steak amigo
*ANDALE! ANDALE! ARRIBAAA YEEHAA!*
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This ad killed the suspense – point of sale poorly integrated.
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Should have called the new offering a ‘Steak Cake’. Then, of course, the poster could read: “Cake My Day”
CMD is nearly CJD (Mad Cow Disease…) – perhaps they could have had some fun with that also..? – or would that have been a mi’stake’? Oh dear 🙁
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This ad shows little more than a shock – jock approach to creating demand. In the end, it’s a rather taste – less & uninspired contribution with more gag reflex rather than purchase reflex. I’m sure this is not the flavor Oporto were aiming for…
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