Nando's South Africa - "Last Dictator Standing"

Black River FC

Black River FC Johannesburg, South Africa

Awards

14401

Brand: Nando's South Africa
Country: South Africa

Advertiser: Nando's

Title	Last Dictator Standing
Agency	Black River FC
Campaign	Last Dictator Standing (2011)
Advertiser	Nando's
Brand	Nando's South Africa
Date of First Broadcast/Publication	2011 / 11
Business Sector	Restaurants & Fast Food
Tagline	No one should ever have to eat alone
Story	Nando’s is a South African Peri-Peri chicken brand that is known for its irreverent advertising through social commentary. The brief from Nando’s for this Campaign was to promote a meal to share during the South African festive season whilst creating talkability around the brand. The festive season is a time for sharing and it’s usually when friends and family spend time together. While this is true of the festive season, Nando’s isn’t a sentimental brand. On the contrary, it’s a brand that always has its finger firmly on the pulse of current issues and uses humour to comment on those issues. So the creative concept was born out 2011’s much-publicized fall of dictators. The idea revolves around one particular African dictator and his memory of the ‘good times’. The main thrust of the campaign is the notion that no one should eat alone and no matter who you are, Nando’s provides the perfect opportunity for friends to get together and share a delicious meal.
Philosophy	The festive season is a time for sharing. So this was the insight employed to promote the meals to share. Robert Mugabe is Southern Africa’s last standing dictator, so with 2011’s much-publicized fall of dictators, we wondered whom he would share his meal with. The main thrust of the campaign is the notion that no one should eat alone and no matter who you are, Nando’s provides the perfect opportunity for friends to get together and share a delicious meal.
Problem	In our 2010 Festive Season campaign assisted in selling a record amount of meals for that particular period. A year later, we were faced with the monumental task of creating a Nando’s Festive campaign that would top the 2010 campaign. This meant ensuring that our promotional meals exceeded 2010’s 15% contribution to overall sales. This was no small feat.
Result	Within hours of flighting, the campaign was a trending topic on Twitter and on the front page of YouTube. To date, there are over 2 million combined YouTube views, a first for a South African TV ad. This result is relevant when understood in the context of the region – only 14% of South Africans have Internet access. The campaign sparked local and international debate and made headlines in major newspapers, news networks and blogs. With a miniscule media budget of $185 000 the total earned media exceeded $2 500 000. The advertised meals were the highest selling promotional meals for any festive season in the history of Nando’s.
Media Type	Case Study
Soundtrack	'Those Were The Days' by Mary Hopkins
Production Company	Bouffant
Director	Dean Blumberg
Copywriter	Nhlanhla Ngcobo
Art Director	Monde Siphamla
Agency Producer	Iolanthe Grobler
Creative Director	Suhana Gordhan
Executive Creative Director	Ahmed Tilly
Producer	Melina McDonald
Producer	Chanelle Critchfield
Editing Company	Left Post Production
Post Production	Left Post Production
Post Production	Blade Works
Music Company / Composer	Cut and Paste Generation
Flame	Paul Marangos