Oporto founder Antonio Cerqueira is the star of a new Love Island ad campaign designed to drive engagement with Gen Z .
Oporto CEO Samantha Bragg said the campaign is succeeding in attracting in a new generation of Oporto fans. She reported the purchase intent pre-and post-show rose 10 percentage points.
“That audience likes real brands with authentic stories, and an engaging communication platform for them. We’ll be working with Antonio more to tell a lot of stories around products over the next 12 months,” she said.
Oporto founder ad campaign
The campaign focuses on a Portuguese road trip with Cerqueira on the hunt for new flavours for the flame-grilled chicken menu.
“What’s really important is understanding the brand and talking about it in a way that cuts through and is really relevant to that audience. We’re a big brand in Australia and doing well, but we can’t outspend the global big brands so we have to outsmart them,” she said.
In addition to pulling in a new customer profile, Oporto is innovating its menu and modernising the customer experience. In April it launches a new website and app, with a loyalty program included.
Bragg has ambitions to open a record number of stores, with an annual target of at least 20 new restaurants.
Same store growth for more than seven years sets the pace for future expansion across the 180-store chain.
The fast food chain operates across three restaurant models – drive through, shopping centre food courts and shop fronts.
“Oporto is building a network of the future – drive throughs are important but so are other formats and other venues,” said Bragg.