Oporto has launched a new menu, available exclusively from 9PM until late at select stores nationally and a Gen-Z focused campaign to bring it to life via agency a.glo.
Inspired by Portugal’s love of after-dark dining, the ‘Night Mode’ campaign celebrates flame-grilled flavour, and nocturnal cravings.
A.Glo said the campaign “speaks to the growing late-night demand from Gen Z,” including students, gamers, and shift or gig workers. These groups are reshaping late-night food culture, with orders peaking between 10PM and 2AM, especially on weekends.
Research showed that late-night eating can be seen as isolating, or even shameful. But Oporto’s new campaign changes all that, apparently.
The menu itself features delicious options like Pulled Flame-Grilled Chicken Loaded Chips, BBQ Crispy Wings, Jalapeño Poppers, and the Schnitt Faced Burger. All designed to transform late-night eating into a vibrant, social, and unapologetically joyful celebration. It acknowledges that for Gen Z, late-night food isn’t just about hunger, it’s self-care, aligning with their embrace of “little treat” culture.
Developed by a.glo, the social and influencer arm of the Connecting Plots Group, the campaign positions Oporto as a brand proudly embracing the rituals of late-night eating. Drawing on Portuguese culture, where dining after dark is social and celebratory, it flips the stigma of late-night eating, and owns the space in a way no competitor can.
From 9pm Oporto switches into ‘Night Mode’ across its owned digital channels, swapping the brand’s iconic sun logo with a moon in the app, and in-store visuals. A physical transformation of store signage took place during August’s full moon, further reinforcing the brand’s after-dark positioning.
“Late-night food is embedded in Portuguese culture, and it’s how many of our customers eat today,” says Oporto head of marketing, Ben Simmons. “This campaign makes Oporto part of those late-night moments in a way that’s authentic to our brand.”
The campaign is rolling out across social, digital, influencer and earned media, with targeted ads on Meta and Twitch.
Creator-led content will highlight different ‘Night Mode’ personas, from students studying late, to gamers and party-goers, with contextual product tie-ins.
The launch follows a.glo’s appointment as Oporto’s new lead social and influencer agency after a competitive pitch in April. As part of its new remit, a.glo will manage always-on, campaign social and influencer activity, with earned media support from CPPR, the newly announced PR arm of Connecting Plots Group. The group has also delivered recent brand moments including Dia de Portugal, City2Surf and the new Portuguese BBQ Basting.
“Our partnership with Oporto is about delivering brave, culturally sharp, creative work that earns its place in people’s lives and social feeds,” said a.glo managing partner, Kent Pearson. “Late Night sets the tone for what’s next. We’re just getting started.”
CREDITS
Client: Oporto
Chief Executive Officer: Therese Frangie Jayawardene
Head of Marketing: Ben Simmons
Marketing Manager: Jasmin Clements
Senior Brand Manager: Kristina Sutevski
Social Media Manager: Anja Cohen
Assistant Brand Manager: Simone Madden
Digital Marketing Manager: Joe Robinson
Integrated Agency: Connecting Plots Group
Social, Influencer & Content: a.glo
Creative & Comms: Connecting Plots
Earned & PR: CPPR
a.glo Managing Partner: Kent Pearson
Group Business Director: Alice Sherrah
Chief Creative Officer: Dave Jansen
Senior Copywriter: Lisa Jackson
Design Director: Blair Palmer
Integrated Producer: Rachel Heffernan
Senior Social Media Manager: James Vidigal
Social and Content Manager: Sarah Kennedy
Creative Operations Director: Mary Morrell
Head of PR: Katie Eastment
Account Director: Mond Liu
Media Agency: Atomic 212°
Client Lead: Ashleigh Pitcher
Performance Director: Karla Silva Villegas
Digital Performance Manager: Nathaniel Marin
