Oporto targets late-night cravings with new campaign and menu

September 17, 2025 10:40

Oporto's "Night Mode"

Portuguese-inspired fast-food chain Oporto has debuted a campaign and menu designed for Gen-Z’s late-night cravings, via Connecting Plots’ A Glo.

The outlet’s “Night Mode” campaign aims to reposition late-night eating as an enjoyable experience. When 9pm hits, Oporto effectively rebrands itself as a night-time destination for food, changing its logo to showcase a moon rather than its signature sun. The logo change plays out across the outlet’s app and in-store assets.

At the same time, the campaign is making use of creator-led content that spotlights “different ‘Night Mode’ personas”, such as gamers, students and party-goers.

It was developed from research that found that late-night eating often has negative connotations, such as being shameful or isolating. The work was designed to target Gen-Z and the group’s penchant for late-night eating, particularly between 10pm and 2am when orders reach their peak.

Oporto: “Night Mode” activated

“Late-night food is embedded in Portuguese culture, and it’s how many of our customers eat today,” Ben Simmons, head of marketing at Oporto, said in a media release. “This campaign makes Oporto part of those late-night moments in a way that’s authentic to our brand.”

The menu — which becomes available from 9pm in select Oporto stores across the country — was designed to make late-night meals an event, and features a range of products, including BBQ Crispy Wings, the Pulled Flame-Grilled Chicken Loaded Chips, and more.

Connecting Plots’ specialist influencer and social arm, A Glo, developed the platform.

The unit was appointed as the fast-food brand’s lead social and influencer agency in April.

CPPR — Connecting Plots’ PR division — launched in April with the agency’s first head of PR at the helm — and provides earned media support as part of A Glo’s remit.

“Our partnership with Oporto is about delivering brave, culturally sharp, creative work that earns its place in people’s lives and social feeds,” Kent Pearson, A Glo’s managing partner, said in the same release.

“Late Night sets the tone for what’s next. We’re just getting started.”

Oporto’s “Night Mode” is airing across earned media, influencer, digital and social channels. Targeted ads are also being deployed on Meta and streaming platform, Twitch.