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case study

  • the challenge

    Drive trial of the fiery South African flame-grilled chicken and reinforce brand personality by leveraging a national radio buy with little other advertising support.

  • the approach

    Deliver the Nando’s brand personality and product message through a ficticious (and rather snotty) food critic who exists only on radio, in print, in-store and on-line.

  • the result

    An integrated campaign, with more legs than a centipede, that brought brand and product virtues to consumers by engaging a dynamic third-party to do all the talking.

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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