Oporto spices things up with new ‘Spicy Portuguese’ campaign
The brand launched a new campaign for its $10 Meal Deal, taking direction from Oporto’s Portuguese origins.
Oporto’s media agency Bohemia developed the campaign in collaboration with creative collective The Glue Society. The campaign aims to re-engage consumers through the authentic Portuguese story of the brand and put the focus back on food at exceptional value.
Head of Marketing for Oporto Vanessa Rowed said she wanted the agencies to push the boundaries with a fully integrated campaign that played to Oporto’s Portuguese heritage.
“We are a youthful brand with undeniably delicious food and an irreverent spirit with our heritage at our core. We summarize this, our character, as Spicy Portuguese. Boho and Glue have successfully taken this campaign to a literal and exuberant execution,” Rowed said.
Fans of the brand are encouraged to participate and translate the Portuguese headlines seen across the country into English using mobile phones via text or Shazam technology. The audience will be taken directly to a Spicy Portuguese campaign hub spicyportuguese.oporto.com.au where they can create their own “spicy” headlines (verified by Google Translate) and share with their network of friends. Each creative has a unique response chain making the engagement specific to the user.
Glue Society’s Luke Crethar and Pete Baker said, “For us, this project was an opportunity for us to let our hair down and use new technology to make the simple idea of running ads in Portuguese come to life in an entirely new and shareable way. We’ve given people the chance to enjoy the hidden humour first hand via apps and text - and are then letting them take the reins through their own social channels.”
Bohemia’s Rosie Plunton & Jonny Cordony said, “The brief we strive to receive as agencies was realised and it is refreshing to be challenged and to allow agency partners to be bold and to invest in the brands personality. Adding value to consumer’s lives was imperative, so the approach called for simplistic eco-system planning to take advantage of every connection having a subsequent connection, and why not design it to stop customers, create intrigue and shock them along the way.”
Oporto Spicy Portuguese campaign will run for the next 8 weeks across Outdoor, Digital, Social, Influencer networks and through content creation.
