World Animal Protection UK – #TheREALCheekyNandos
How do you challenge the perception of the beloved Nando’s and persuade thousands of its own loyal customers to sign a World Animal Protection 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…
We launched social channels to target Nando’s customers through organic and paid media, mimicking the brand’s own content and use of topical memes, but with a twist… At a glance, you might think it’s a fan account, but the truth is there to see.
In 2010 Ed Sheeran and Example freestyled a rap about Nando’s. Nearly a decade on, we reworked the meaning behind this with rapper and youth presenter Bamamlam to produce The REAL Nando’s Skank – telling the truth about Nando’s today.
Nando’s boasts its elusive Black Card, but we wanted to show Nando’s a ‘Red Card’ until it commits to change. We created mimics of Nando’s design and delivered them to press, influencers and lifestyle presenters – even dropping some off to fans at its own pop-up event, Nando’s Yard. The Red Card was blown up onto a 48 sheet billboard and parked outside Nando’s restaurants to inform customers before they opted on a cheeky lunch.
To reach our audience we knew our press coverage needed to hit the red tops and social-led online. We landed exclusives with Mirror, Metro and The Independent. Six weeks in, we strategically released harrowing footage to deliver another wave of national press coverage including The Sun, iNews and Mail Online.
The social campaign delivered 1m impressions with 50k engagements, 120K video views, 9.5K Facebook post shares and 13K clicks directly tracked to the petition page.
Blanket in-depth press coverage across the most Nando’s-relevant national outlets.
Ultimately #TheREALCheekyNandos delivered 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!