Going live this week (22 October), the “Spirit of Nando’s” campaign will be led by a heavyweight radio schedule encompassing over 30 stations across the UK.
The brand messaging will focus on the chain’s hero product – its flame grilled Peri-Peri chicken. It will also highlight Nando’s Portuguese influences.
The aim of the campaign will be to encourage new customers to visit a Nando’s restaurant, particularly 18-35 year olds who like to eat out.
The radio spots will be supported by press ads in free newspapers Metro and London Lite. There will also be in-store promotions in its 215 restaurants around the country.
The ads will run for four weeks either side of the Christmas period.
It is the first major campaign created by ad agency Farm which Nando’s appointed in July. The media strategy was planned by Edwards Groom Saunders and booked by Mediacom.
Nando’s marketing manager, David Manly, says: “We hope to entertain the audience as much as educate them about our offering. Radio has worked well for us in the past as it enables us to convey some of the brand personality.”