CHALLENGE
Nando’s is dressing up cheap, sick, fast-growing breeds of chicken as mid-market high street restaurant food. The quality of their meat is so poor… even KFC won’t sell it anymore. Yet it’s loved by the nation, wrapped up in the ‘Cheeky Nando’s’ phenomenon. How do you create real change and encourage tens of thousands of Nando’s customers to re-evaluate the brand until they demand it improves the welfare of all its chickens in the UK?
SOLUTION
Intelligent activism. Nando’s own audience needed to make the change in this campaign, so we hijacked the cultural conversation around Nando’s and used it against them.
Through a creative social-led campaign we targeting their fans who had the power to demand change through the channels and content their consuming… all by re-defining a cultural reference… so we launched #TheRealCheekyNandos
RESULTS
Over 40,000 signatures, more than half being from current Nando’s customers
120,000 views of our Nando’s skank
A social campaign that has sparked debate and engaged a brand new audience for World Animal Protection
Increased pressure on the brand to make change.
ACTION
And… finally an agreement to The Better Chicken Commitment from
Nando’s
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