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Nando’s is a household name. But after years of advertising silence there was a need to reignite the brand in Australia. And not just with customers, but with head office and the people that manned the tables and grills in restaurants.
This was more than just needing another advertising idea. This was about creating an organising idea that leverage the extraordinarily successful UK brand and make it locally compelling.
Nando’s is a famous brand that Australian’s didn’t care about anymore. In fact, Nando’s prided itself on being a premium player in the world of casual dining, it was lumped in with the likes of KFC.
Nando’s should be a cultural leader. It should be spoken in the same breath as brands like Coca Cola, Apple, and Nike. Just a quick look at the love and cult following the brand carries in the UK suggests that it has that potential.
The question became how not if.
The answer. Turn our iconic PERi-PERI sauce into more than just a spicy condiment. We would turn PERi-PERI into a mindset.
We would make everything we touched, from our employee experience, to our dining experience, to yes, our grilled chicken, more PERi-PERI. More unexpected. More interesting. A little spicy.
→ Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.
