Nando's South Africa - "Bags"

Black River FC

Black River FC Johannesburg, South Africa

4843

Title	Bags
Agency	Black River FC
Campaign	Ama Visitors (2010)
Advertiser	Nando's
Brand	Nando's South Africa
Date of First Broadcast/Publication	2010 / 6
Business Sector	Restaurants & Fast Food
Story	This Campaign - flighted around the time of the 2010 Soccer World Cup - pokes fun at the misconceptions that potential tourists have about South Africa.
Philosophy	Implore South Africans to give the foreigners what they expect when they arrive by proving all of their misconceptions right and giving ‘Only i-best to ama-visitors” (a campaign line that mixed a local language – Zulu – with English to create a humorous, locally relevant call to action). This particular ad focused on the misconception that all South Africans carry everything on their heads.
Problem	Nando’s, a Peri-Peri chicken restaurant, wasn’t an official sponsor of the 2010 FIFA World Cup. We needed to find a way to shine over this period and become a “local” spot for both tourists and South Africans alike. We were not only tasked with breaking through the clutter, but also increasing the customer count by 18%.
Result	The advertising campaign assisted in doubling the meals sold. The promotional meal contributed 6% to overall sales for that period. Nando’s market share of the Fast Food industry increased from 15.6% before March to 16.2% in July 2010.
Media Type	Television
Production Company	Humanoid
Director	Terence Neale
Agency Producer	Henri Smit
Art Director	Meryke Naude
Executive Creative Director	Ahmed Tilly