Nando's: Bright sides

Nando's, an international restaurant chain, ran a promotion during loadshedding in South Africa to encourage residents to positively anticipate the blackouts and drive consumers away from third-party aggregators to its own application.

Campaign details

Brand: Nando's South AfricaAgency: VMLY&RRegion: EMEA

Strategy

Objective

Outside of the in-restaurant experience, we also drive sales through our App, E-commerce site, Call Centre and Third-party aggregators (3PAs) like Uber Eats and Mr D. Third-party aggregators were our biggest revenue generator due to their popularity and service experience. However, hugely relying on 3PAs meant we were also giving a bigger percentage of our revenue away. We needed to sway consumers to our own platforms to increase revenue.

We set out to meaningfully intercept this current event and cultural conversation to add value, and...

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