The Brief

To develop a premium give-away item that also serves as an active catalyst is strengthening the customer’s relationship with the brand. It also had to promote the newly started food-delivery service. The primary target audience comprised of existing Nando's customers, primarily the business/corporate clientele.

Creative Execution

Nando's has built a reputation for contextually relevant, witty advertising and its topical advertising campaigns are eagerly anticipated by both customers and non-customers alike. By creating an interactive process the customer was given a chance to participate in the creative process and in doing so got a chance to see their own contribution in print. Every new year starts with tons of personal resolutions which people may or may not live up to. The Nando's calendar played with this idea, twisting the resolutions to fit its own quirky and humorous brand personaity

Describe the creative solution to the brief/objective.

With Nando’s varied customer profile in mind, a multi-use calendar was developed that could be used in the home or the office: as a magnetic stick-on-the-fridge calendar, a pin-up-style or a straightforward prop-up desktop calendar. The tear-away pad was printed with the delivery number and free ‘refills’ were available from the restaurant. Each month carried a different resolution and customers were invited to submit their own for inclusion in future updates, each quarter, during the year, providing an added incentive for people to see their own contribution in print.

Results

The calendar was mailed and distributed to primarily the business/corporate clientele. They were handed out on PR events and in-store to customers. Response was immediate and tremendous. The utility factor was greatly appreciated (especially the delivery-number which had been sorely under-used uptil now) and the unique format created a lot of buzz, even through word-of-mouth and Nando’s was hard pressed to keep up with demand.