Nando’s picks EGS media start-up for £1m ad push

High street restaurant chain Nando’s has appointed start-up communications planning agency Edwards Groom Saunders (EGS) to handle its media planning, thought to be worth about &£1m.

The win marks a first for the agency, set up recently by former Starcom Europe Middle East and Africa managing partner Pete Edwards, business director Jez Groom and ex-client services director Will Saunders. Edwards resigned last year to launch the start-up (MW November 24, 2005).

The Nando’s campaign is due to break in the spring with a series of ads by Hooper Galton, which celebrate the irreverent nature of the Portuguese, in contrast to the more reserved nature of the British. The campaign will focus heavily on radio in London and will continue using the Nando’s Be Portuguese theme.

Nando’s marketing director Louise Agran says: “EGS provided me with a combination of both commercial rigour and creativity in its planning and an approach that demonstrated a genuine desire to drive sales that really stands out in the market.”

Nando’s is one of the fastest-growing restaurant groups in the UK and is famous for its unique Portuguese Flame-Grilled Peri-Peri Chicken. Nando’s launched in the UK in the mid-1990s.

EGS has appointed MediaCom to handle its buying. In the past Rocket@PHD has handled planning for the business; it is not known if the agency repitched for the business.

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