Nando's - From Chicken To Challenger

Everyone knows Nando’s. But in Australia, it lost its edge and relevance as it fights for the next generation of consumers.

Setting the scene

Nando’s is a household name. But after years of advertising silence there was a need to reignite the brand in Australia. And not just with customers, but with head office and the people that manned the tables and grills in restaurants. 

This was more than just needing another advertising idea. This was about creating an organising idea that leverage the extraordinarily successful UK brand and make it locally compelling.

The Hard Truth

Nando’s is a famous brand that Australian’s didn’t care about anymore. In fact, Nando’s prided itself on being a premium player in the world of casual dining, it was lumped in with the likes of KFC.

Strategy

Nando’s should be a cultural leader. It should be spoken in the same breath as brands like Coca Cola, Apple, and Nike. Just a quick look at the love and cult following the brand carries in the UK suggests that it has that potential. 

The question became how not if. 

The answer. Turn our iconic PERi-PERI sauce into more than just a spicy condiment. We would turn PERi-PERI into a mindset. 

We would make everything we touched, from our employee experience, to our dining experience, to yes, our grilled chicken, more PERi-PERI. More unexpected. More interesting. A little spicy.

Brand Idea

Make it PERi-PERi