Alison Head of Projects
What springs to mind when you think of Nando’s? That’s right, chicken – and a fun, cool place to eat. Since its arrival to UK shores in 1992, Nando’s has made quite an impact; without hardly any fanfare or advertising, their colourful restaurants have popped up across the country, with widespread appeal. You’ll find everyone loves Nando’s – from happy families to dating couples, to workers looking for lunch and to teens in need of a place to hang out.
In 2010, Nando’s was named as one of the world’s top 30 hottest marketing brands, yet their advertising history has relied more on using customers as ‘brand advocates’ than actual advertising. Their Twitter and Facebook presence is strong, and Nando’s is often associated with hip young stars who have spoken of their love for Nando’s food and have been photographed eating Nando’s.
But now, Nando’s has embraced the power of advertising with its first cinema campaign called ‘wing roulette’, which promotes the new wing roulette platter of spicy chicken wings by showing people deep in conversation with their fingers – which have fun little ‘alter egos’ on them – before temptation becomes too much and they grab a wing. Nando’s is going even further by promoting the campaign via press ads, promoting their social integrated game #WingRoulette on their website alongside a web app to encourage people to create their own finger alter egos and share them on Twitter and Facebook. The campaign is fun – and engaging. By creating an advert that people can participate in – we, the viewer can create our own egos and share them with Nando’s and our friends – the company has guaranteed widespread interest in their food.
Sounds great doesn’t it? Well, it’s not only big chains such as Nando’s who can take a food idea and create a campaign around it – you can too. Here at Eat Marketing, we love helping food companies, big or small, produce campaigns that reach the intended target market in a way that is right for you – and with the right impact. Call us today to arrange a no obligation get together and discover new possibilities when it comes to food marketing.
We look forward to hearing from you.
