Nando's continues in its irreverent and unconventional manner to dominate the minds and mouths of most South Africans. When the time came to develop a festive season campaign, it wasn't going to be any different. In order to stand out from the festive clutter, we needed a campaign that shouted louder and broke through all the politically correct festive jargon that is typical of that period.
We needed to sell chicken and enough of it to exceed the previous record-breaking sales of the World Cup. Not only did we need to get everyone talking, we needed to get people eating. Our mandate was clear, get Nando's onto the lips and into the mouths of all South Africans.
Being a rather tall order, we came back to what Nando’s does best: saying and doing what most South Africans are thinking but are too afraid to say. Nando’s loves to ruffle feathers and people are particularly receptive when it’s a David VS Goliath scenario. So we evaluated the communication landscape and found an obvious target.
Cell C, a South African cellular network, re-launched their brand with a series of adverts featuring a well-known comedian, Trevor Noah, as their new “CEO” (Customer Experience Officer). The campaign came with a fair bit of controversy as people felt duped by Trevor Noah, they questioned Cell C’s supposed ‘4GS’ network, the new logo looked a lot like the Copyright symbol and the frequency with which the ads were being aired began to get on people’s nerves. We hired our own comedian, made him “CEO” (or Chicken Excellence Officer) and he played the hero who poked fun at the Cell C campaign.
How could we cut through the festive season clutter and sell 300 000 promotional meals?
Nando's trended on Twitter globally within a few hours of the campaign launch. The YouTube upload of our ad garnered over 100 000 hits within 5 days and was voted the #1 Entertainment Video for the Week. The 2 x promoted meals contributed 15% to overall sales. We exceeded the sales target of 300 000 promotional meals by over 80 000 meals.