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
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.