Oporto channels Mexican drug cartels for steak campaign

By AdNews | 3 March 2014
Oporto 'Carne Cartel' by Publicis Mojo.

They say clients should be brave, but can you be too brave? This new steak campaign for Oporto may cut too close to bone for some.

Oporto and Publicis Mojo have launched a campaign to promote its new steak rolls featuring a gang called the Carne Cartel, inspired by the Mexican drug cartels.

The Cartel are a "ruthless Latin-American gang who rule the red market with cojones of steel", the release says.

"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."

The TVC features the Carne Cartel leader menacing a hooded victim tied to a chair with a meat cleaver. The two-minute online video shows an extended 'interrogation' scene.

Publicis Mojo executive creative director Grant Rutherford said: "The Carne Cartel are indeed as ruthless as Oporto is passionate in bringing steak to the menu.

"Steak, 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."

Ryan Bernal, Publicis Mojo group account director, said: "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."

Oporto acting chief executive Jason Piggott said: "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, Caramelised Onion Relish and Garlic & Herb Aioli sauces and generous portions, our steak rolls have got you covered."

The campaign is running across TV, online, out-of-home, radio and point-of-sale.

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