Oporto introduces Aussies to The Carne Cartel in new steak roll campaign via Publicis Mojo Sydney

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Screen Shot 2014-03-03 at 7.30.46 am.jpgAfter 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.