Choosing a brief
While it was hard to choose a brief that resonated with what I wanted to work on in my future projects. I thought of this as an opportunity to work on a set brief and see what kind of difficulties I face in finding an insight for a set brief.
I mainly looked at D&AD new blood awards briefs as D&AD is quite known for its quality brriefs by various and diverse companies and brands. I finalised IMAX and Nando's briefs as my two options to work on. After reading more into the brief of IMAX I realised that they wanted an indent animation for their campaign and I only had a couple of weeks to submit my entry as the deadline was of 20th march for the new blood awards. So I decided to go with Nando's Brief which seemed more appropriate for the time I had left. And I've always been interested in the food industry as I have a bit of a background in that.
Research
Nando's is known for its unique South African-inspired peri-peri chicken and vibrant atmosphere.
Born in South Africa with a blend of Portuguese and British culture. It all started in Mozambique, home of the hot sun, rich soil... and African Bird’s Eye Chillies. Also known as PERi-PERi. Small but mighty, these chillies have been used for centuries in local Mozambiquan cooking. The Portuguese then added a squeeze of lemon and kick of garlic to make the first PERi-PERi sauce. Used on just about anything, they found it was the ultimate baste for flame-grilling spatchcocked chicken. And it wasn’t long before two friends in Johannesburg came to experience the taste of PERi-PERi chicken and Nando’s was born.
Fast forward a few years, restaurants and Fino Pittas and today, the Nando’s PERi-PERi you know and love still pays homage to those roots.
IDEAS
Nando's Influencer Takeovers: Invite popular influencers or content creators to take over the Nando's Instagram or TikTok account for a day. Let them share their favorite menu items, behind-the-scenes moments, and personal anecdotes to give followers a fresh perspective on the brand. A collab with Mr. Beast with a new video idea for his youtube channel with a cooking or eating challenge (or SUPPLYING FOOD IN AFRICA) commenting on reels and memes managment(social engagement). This can help build trust and transparency with the younger audience. Polls and Surveys: Use Instagram Stories or Twitter polls to gather feedback from customers on menu items, promotions, or potential new offerings. This not only provides valuable insights for Nando's but also gives customers a sense of ownership and involvement with the brand.
Nando's X MrBeast: Spreading Peri-Peri Joy: Partner with MrBeast, known for his philanthropic efforts, to embark on a journey to Africa, the birthplace of Nando's. Together, they can visit local communities and distribute Nando's meals to those in need. This heartwarming video would showcase the impact of giving back while highlighting the rich cultural heritage of peri-peri cuisine.
“a better fast food place rather than a restaurant”
“more in touch with their cultural heritage”
Interactive Experiences: Create interactive experiences within the restaurant premises, such as south african heritage interior, digital graffiti walls, or augmented reality filters that visitors can use and share on social media. Interactive Flavorations: Set up interactive flavorations within Nando's restaurants, where diners can sample and learn about the diverse spices and ingredients used in Nando's signature dishes. Each station is equipped with touch screens providing information on the origin, flavor profile, and cultural significance of the ingredients.
Social Media Campaigns: Utilize platforms like Instagram, TikTok, and Snapchat to showcase the restaurant experience. Encourage user-generated content by creating branded hashtags and running contests that involve sharing experiences at the restaurant. A frame or mirror in good lighting spot for people to pose and click picture which functions as self promotions.
Here's a typical user journey for a customer at Nando's UK:
Awareness: The customer becomes aware of Nando's through various channels such as word of mouth, social media, online advertising, or by passing by one of their restaurants.
Research: The customer may research Nando's further by visiting their website or social media pages to learn about the menu, locations, opening hours, and any ongoing promotions.
Decision Making: Based on the information gathered, the customer decides to visit a Nando's restaurant.
Arrival: The customer arrives at the Nando's location of their choice. They may have made a reservation in advance or walk in.
Welcome and Seating: Upon arrival, the customer is greeted by the host/hostess and shown to their table. They are handed menus and informed about any specials or promotions.
Ordering: The customer peruses the menu, which typically includes a variety of flame-grilled chicken dishes, burgers, wraps, salads, and sides. They may ask the server for recommendations or clarification on menu items. Once decided, they place their order with the server.
Waiting: While waiting for their food, the customer enjoys the ambiance of the restaurant, engages in conversation with their dining companions, or checks their phone.
Food Preparation: Nando's is known for its peri-peri marinated chicken, which is flame-grilled to order. The customer's food is prepared fresh in the kitchen.
Food Service: The server brings the customer's food to their table. The customer may also receive any additional sauces or condiments they requested.
Dining Experience: The customer enjoys their meal, savoring the flavors of the peri-peri chicken and any sides or extras they ordered. They may share dishes with their dining companions and engage in conversation.
Feedback: If the customer has any feedback or concerns about their meal or experience, they can communicate this to the server or manager.
Payment: Once the meal is finished, the customer requests the bill. They may pay with cash, card, or contactless payment methods.
Departure: The customer leaves the restaurant, satisfied with their dining experience. They may leave a tip for the server if they choose.
Post-Visit: The customer may share their experience on social media, leave a review on platforms like TripAdvisor or Google, or simply plan their next visit to Nando's.
script for a craft led campaign for nandos, with the main idea being of PeriTales. Start by mentioning the experience of dining at a nandos restaurant and how we want to better that experience for the younger generation of under 25. Then mention the idea of PeriTales which is a campaign idea with craft at its hear, what it does is when a customer gets his ordered dish there is a food flag or banner with a qr code on it which they can scan from their phone and it would play an informational video about the origin of there dish's key ingredients like the journey of chillies from south African peri farm to their plate. This instills transparency and a fun way to show that to customers.
Voiceover: "Welcome to Nando's, where every bite tells a story. A place where flavor dances on your palate and laughter fills the air. But we're not just about great food; we're about creating experiences that linger long after the last bite. "We are the new generation with many names, we have short attention span, we are true digital natives, we are easy to influence online, as well as aspirational and entrepreneurial, we are at an age of experimentation. For the young at heart and craving more than just a meal, we've got something special in store. Introducing PeriTales – a campaign that's all about crafting moments of discovery and connection. Combining three major qualities of Nandos- Culture, Empathy and Modern "Here's where the magic happens. With PeriTales, when you receive your delicious Nando's dish, you'll find a little surprise waiting for you – a food flag with a QR code. Scan it with your phone, and you're transported on a culinary journey unlike any other. Watch as the story unfolds, revealing the origins of your dish's key ingredients. From the fiery chillies nurtured under the African sun to the zesty lemons handpicked with care, PeriTales brings transparency to your plate in an engaging way and for the fun part whoever among your group has the most flags gets a free side or drink! So get your game mode on.
Alongside this, we are also ensuring that you capture and post the most memorable moments with your friends. Reimagined through our partnership with Spier Arts Trust and our commissioned African artworks, immerse yourself in the beauty of our custom graffiti walls. Tag nandos in your posts and we will repost one lucky person every month. Experience a blend of creativity and culture as you explore our unique spaces. Because at Nando's, we believe in more than just delicious food – we believe in sharing stories, celebrating culture, and creating memories that last a lifetime. So join us on this flavorful adventure with PeriTales, and let your taste buds journey beyond the plate."
[End with the Nando's logo and tagline: "Nando's – where every bite tells a tale."]
