Nando's targets 2.1m in sampling campaign

LONDON - Nando's is starting a three-month sampling and door-drop marketing campaign for the restaurant chain's range of sauces to encourage experimental cookery among fans of spicy food.

Starting from tomorrow, sachets of Nando's peri-peri sauce will be put through 1.5m doors together with a 50p off next purchase voucher, while 600,000 samples and a 30p off voucher will be distributed via 23 high footfall locations across the country.

The chain, which has adopted the strapline 'Anything Goes With Nando's', will encourage customers to "ex-peri-peri-ment" with their top 10 ways to use the sauce.

It is hoped the campaign will encourage Nando's fans to head to the supermarket and buy the sauce.

The campaign is being orchestrated by The Grocery Company, which has the licence to sell restaurant-branded products through retailers.

Charlotte Dewhurst, product manager for The Grocery Company, said: "This high profile national campaign will help drag Nando’s restaurant goers to supermarket shelves."

Nando’s restaurants serve 25m customers a year and the campaign aims to help make them aware that they can enjoy the Nando's restaurant taste at home too.