"Bifranga. The chicken thigh football deserved" brings an innovative product and an irreverent, contemporary image of the Lusiaves Group's founding brand to television.

The new Lusiaves television campaign accompanies the Lusiaves Group's 40th-anniversary celebrations, taking on special significance by giving a voice to the founding brand and reflecting the renewal currently underway within the Group. Under the slogan "Bifranga: the chicken thigh football deserved," the film presents a humorous, irreverent, and personality-filled communication, reflecting the renewal happening in the Group and the ambition to make its brands increasingly current, accessible, and relevant.

With a creative concept by Funnyhow and audiovisual production by 78 Films, the campaign blends humor, vintage football, and popular culture to introduce Bifranga, a practical, tasty, and convenient option designed for the new consumption habits of Portuguese families.

The special appearance of former Portuguese international Diamantino reinforces the connection to the collective memory of national football. Amidst classic jerseys, mustaches, and 80s-inspired haircuts, the film recovers references from another era through a fresh and contemporary language.

In 2026, Lusiaves celebrates four decades of being part of the lives of the Portuguese people. A history built on quality, trust, and closeness, but also on the ability to evolve, keep pace with market transformations, and respond to new consumer habits, while valuing its heritage and preparing the brand for future generations. The new television campaign translates this evolution and seeks to assert Lusiaves' renewed energy through a more dynamic, relaxed, and culturally relatable attitude, without losing the identity and values that made the brand a national benchmark.

Bifranga is a boneless, juicy, and pre-seasoned chicken thigh that is simple to prepare on the grill or griddle. A solution designed for more dynamic lifestyles and for informal moments of leisure, socializing, and sharing.

The campaign's creativity stems precisely from this product feature. Contrary to what the name might initially suggest, Bifranga is not a traditional chicken steak. It is this difference that the film turns into the center of a fun and memorable idea. The television presence will be accompanied by communication on digital platforms and social media, as well as point-of-sale activations, reinforcing the connection between the product, the brand, and the consumption moments associated with match day.

As the founding brand, Lusiaves plays a central role in the evolution of the Group's image. The Bifranga campaign demonstrates how a 40-year-old brand can continue to surprise, experiment with new languages, and create relevant connections with consumers. It is this balance between legacy and transformation that marks the new stage of the Lusiaves Group: preserving what distinguishes its brands while renewing its image, its portfolio, and the way it communicates. 40 years of being part of the lives of the Portuguese people. A television campaign worthy of the history and of a Group that continues to renew itself.

Learn more about the campaign here