Oporto introduces Aussies to The Carne Cartel in new steak roll campaign via Publicis Mojo Sydney
After Publicis Mojo’s repositioning of the Oporto chicken brand to go beyond the Bondi Burger last year, Oporto has launched its most audacious product yet: steak.
To launch the new steak rolls, Publicis Mojo Sydney has introduced The Carne Cartel, a ruthless Latin-American gang who rule the red market with cojones of steel. They deal in only fresh, 100% Aussie grass fed steak and accept no substitutes. And like any ruthless gang, if you cross them by using sub-par product, reheat frozen steak or not using the best ingredients, you are going to pay…dearly.
Says Ryan Bernal, group account director, Publicis Mojo: “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.”
Says Jason Piggott, acting CEO for Oporto: “This is a truly unique product for Oporto; a quality, fresh steak product with a Latin-American marinade. And it’s not one that’s going to go away. No longer do you need to worry about re-heated, low quality steak when you’ve got a red meat craving. With a choice of Chipotle, Caramelized Onion Relish and Garlic & Herb Aioli sauces and generous portions, our steak rolls have got you covered.”
Says Grant Rutherford, Mojo’s ECD: “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 into the product post shoot.”
The campaign consists of an online teaser, TV, OOH, Radio, POS and online. The new steak rolls are in stores now.
12 Comments
How the mighty have fallen.
Jesus.
Cartels have killed over 18,000 Mexicans over the last few years, mostly through torture and beheadings to silence opponents of their massive drug empires.
So a perfect fit for a burger chain then.
@sigh – I think you miss the point of advertising champ. The theme is fine, just a bit random. I enjoyed the long version, would have thought going darker would be even better, but damn those things look tasty. Now to get some oporto…
Continental cooking sauces did a much better version with Vinney The Snitch via Singos a few years back
@sigh
Well the last spot featured Kim Jong-un,
so perhaps you could call it a step forward in that sense.
A really tired theme, with really tired performances for a really tired brand trying everything to appear relevant to nobody but themselves.
I’m guessing one of the clients really liked Traffic or Breaking Bad.
There is more of an idea in this than wedging in the Aussie cricket team.
@umm advertising
I would have believed you had nothing to do with the work until your use of the phrase ‘damn those things look tasty. Now to get some Oporto.’
There is more of an idea. Just not an original one.
Which is a shame for the agency and even more of a shame for an Australian brand that deserves better.
I’m sure this seemed like a good idea at 6am after a night on the rack.
This approach creates more gag – reflex than a purchase reflex.
The ad leaves you with absolutely no desire to purchase, rather it repulses you … An old & bad idea executed very poorly … don’t really know how they got this past the client, someone was asleep at the wheel.
Hello can you please please explain the communication objective of ad..?? i mean how it is reaching to consumer.?
What is your creative strategy in the ad.?? I just see violence in your ad.
What tactics are you using in this ad..?? can you please explain thanks.