It’s been a hugely exciting week for Alfred, having found out that our #TheRealCheekyNandos campaign for World Animal Protection won the Best Purpose Campaign Award at the PR Week Awards.

We were in brilliant company, among many other impactful and creative campaigns, so we are so grateful to see #TheRealCheekyNandos get this recognition. 

Working alongside our wonderful clients at animal welfare charity, World Animal Protection, we were tasked to challenge the perception of the beloved restaurant chain Nando’s, with the hopes of persuading thousands of its own loyal customers to sign a petition asking it to make urgent animal welfare improvements. 

We shone a light on the REAL ‘cheeky’ behaviour from Nando’s, highlighting its use of fast-growing chickens which even KFC has turned its back on. By tapping into Nando’s own tone, its social media approach and cultural relevance, we created #TheRealCheekyNandos, a through-the-line campaign running across social, digital, influencer, content, PR. 

#TheRealCheekyNandos campaign generated over 36,000 petition signatures and a groundswell of customer unrest that led to genuine change. Nando’s agreed to sign the Better Chicken Commitment and is ceasing the use of fast-growing breeds!

Our #Movementsnotmoments ethos was the foundation of this campaign, ensuring that we delivered genuine change amongst the food and animal welfare industries. We can’t wait to see how other food chains will follow.

We’re also chuffed with the brilliant feedback shared from the PR Week judges:

“Creative, impactful, cheeky, and hot.”

“A great example of where PR meets grassroots lobbying, media, and social demonstrably affected audience perceptions of Nando’s.”bettering their animal welfare standards. 

Thanks again PR Week, and to all the judges. 

Now we’re off for (another) virtual drink to celebrate….