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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