Nando’s -
Nothin’ Like It
Turning up the heat: why nando’s never cools off.
How can we make Nando’s loved by the next generation?
Nando’s became an icon with one generation. The challenge is becoming one for the next.
More competition
Fast food, delivery services and takeaway spots are all fighting for young consumers.
Roots & Story
A conceptual ad campaign for Nando’s UK.
More choice
Friends, Snapchat and TikTok constantly introduce them to somewhere new.
tiktok/instagram
What is trending?
DIstinctive Assets
Barci, Heart, Flame, Chilli, Hand-drawn type, Patterns, 87° tilt = Recognizable Visuals
the Experience
Bold, vibrant restaurants, Quick, but still dine-in, & Shared love of good food
Southern African roots, Portuguese + African influence = A strong brand story
Food & FIre
Flame-grilled chicken, Distinctive PERi-PERi taste = Food made part of the identity
Limited spending
Under-25s are cash limited, making where they spend their money matter.
AUdience
UNDER 25, ALL BACKGROUNDS, CASH LIMITED, DIGITALLY ACTIVE, CHOICE RICH
What influences their choice?
friends
Word of mouth
snapchat
What are connections doing?
virality
What is worth trying?
They don’t choose food, they choose relevance.
What makes Nando’s, unmistakably Nando’s?
A brand built to be recognized before you even see the logo.
Nando’s turns a simple meal into a recognizable, social brand experience.
How Nando’s stays culturally relevant
The strategy is bigger than selling chicken. Nando’s builds relevance through culture, personality, and the restaurant experience.
culturally aware
React to moments young people already care about.
Sport • pop culture • current conversation
human feel
Use humor, storytelling and a recognizable personality to make the brand feel genuine.
Authentic • inclusive • playful
experience
Carry the brand through the food, space and every touchpoint so visiting feels different.
PERi-PERi • design • social dining
Creating the campaign
How do you catch user attention while clearly stating your “product?”
Adaptability
The series of ads use a 4:5 grid format to ensure use across all social media platforms is possible.
eye-catching
Uses culturally relevant and boundary pushing humor to portray Nando’s ideal mix of high-end dining and cost effectiveness.
incentive
Rewarding the user with a free meal voucher by sharing #NothingLikeIt to create “virality.”
