Fallon McElligott secures Nando’s UK expansion drive

Nando’s, the South African barbecued chicken chain, has chosen Fallon McElligott to help promote its pounds 10 million expansion programme across the UK.

Nando’s, the South African barbecued chicken chain, has chosen

Fallon McElligott to help promote its pounds 10 million expansion

programme across the UK.



The chain is virtually a household name in South Africa, where its fiery

peri-peri chicken is one of the country’s biggest fast-food brands. And

it has inspired a strong heritage of award-winning ads through TBWA Hunt

Lascaris.



Since its arrival in the UK six years ago, Nando’s has kept a low

profile in terms of advertising. However, the company is now embarking

on an ambitious expansion plan, and will increase the number of its

outlets to 40 by the end of the year. It has earmarked a pounds 1

million ad budget to raise its profile among the wider public as it

expands outside London for the first time.



Nando’s is hoping to carve out a new niche for the brand, which its

managing director, Robbie Enthoven, calls the ’mid-range eating

experience’. Broadly speaking, this is more upmarket than traditional

fast-food venues, such as McDonald’s and KFC.



Its UK advertising was previously handled by Mustoe Merriman Herring

Levy, which last year created ’down and out’ - a cinema commercial

featuring a vegetarian who is desperate to eat at Nando’s. Press work

took a similarly irreverent stance.



The account is understood to have moved without a pitch. While media

buying has not yet been finalised, it is expected to go to Rocket.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).