Publicis Mojo Sydney has repositioned the Oporto brand, taking it back to the spirit of its founder, António Cerqueira, who mixed a bit of Portugal with a bit of Bondi and Oporto was born.
Joe Pollard, CEO of Publicis Mojo said, “We have worked collaboratively with the team at Oporto from a strategic positioning and creative development
point of view. We are delighted to be part of the re-invention of the Oporto brand”.
António’s fusion of culture and cuisine influenced the new positioning ‘Inspired by Streets of the World’. More than just words on a page, Oporto has revamped its entire menu to introduce new products inspired by the streets of the world including the new Roman Aioli and Thai Curry burgers that launch with the new campaign.
“Oporto is all about great unique taste and quality built on the platform of ‘fresh not frozen, grilled not fried’ chicken and burgers. By going back to the core truth of the brand we’ve been able to open up the idea of taste fusion and creativity throughout our whole organization which is true to the origin of the Bondi burger and the Thai Curry, Roman Aioli and Feisty Outback BBQ burgers,’ said Jason Piggott, National Marketing Manager for Oporto.
The new campaign is takes a light heart view of the places that have inspired the new menu items and the street cooks who make them a reality.
Grant Rutherford, Mojo’s new ECD said, “It’s really exciting seeing your pitch winning idea come to life with a client that has creativity as a cornerstone of it business. I think the new campaign is as fresh and unique as its new range”.
The campaign consists of TV, OOH, Radio, POS and a new brand design that works from the menu boards in-store to its presence online.