- the challenge
- the approach
- the result
The associated componentry to leverage the radio buy – A “review” column, website, Facebook pages, staff buttons, bag tags and “wanted” poster for staff awareness (this was sent by fax to all locations).
If you’ve been to Nando’s, you know Peri-Peri is the beating heart of the global restaurant chain. When asked to create a radio campaign, we said yes to the radio assignment, then set about looking for inexpensive ways to leverage the buy.
The result? Neville Fenton Haversham, the host of “The 30-second Meal Minute.” A high-strung, pompous yet charming food critic who can’t get enough of Nando’s “pedestrian” fare. Someone discerning, demanding, charismatic. And completely invented.
Through the use of great voice talent, we were able to establish a character that was then paired with inexpensive stock photography to present the visual representation. Luckily, there was an ENTIRE collection of stock photography devoted to this guy. “Neville” could be seen dining, driving, answering e-mail, even swimming!
At the end of it all, Neville had a blog, a restaurant review “column,” a restaurant award program, his own website, even his own facebook page – complete with vacation photos.
All for the low, low price of... wait, we can’t tell you that.
There are three radio spots here for your enjoyment. Please click on the play button.
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