Italian restaurant franchise La Porchetta has launched a new campaign aimed at Melburnians who commute by train.

The campaign asks commuters whether they are hungry, and then recommends they visit one of La Porchetta’s restaurants all the while promoting the franchise’s slogan of ‘Eat, Live, Love – Italian.’

It utilises the ‘Trackview’ format, meaning the campaign is emblazoned across the exterior of a number of the city’s trains.

La Porchetta’s marketing executive, Denise Liang said the brand opted for TorchMedia’s transit media because it is much like a moving billboard.

“Unlike traditional outdoor formats set in one location, transit media allows us to reach a much larger demographic,” she said.

The campaign marks the first time a restaurant franchise has appeared on the city’s trains, and is being undertaken to provide maximum exposure to the Melbourne market.

TorchMedia’s general manager Kirsty Dollisson said transit advertising is not reserved solely for big brands. “We have already had huge success in Brisbane and Melbourne with the transit formats,” she said.

“Brands of all sizes are realising the huge potential to reach diverse and far spread audiences.”

The campaign began in early October and will run until early April next year.