To convey the distinctive expertise of consuming in a Nando’s restaurant to Gen Z shoppers, the U.Okay. chain has launched a brand new model platform, “This Should Be The Place,” to put it on the market as a spot the place folks will be collectively.
The South African-Portuguese-inspired restaurant, recognized for its flame-grilled Peri-Peri rooster, has round 456 shops throughout the UK.
The brand new positioning comes from a marketing campaign created by New Business Arts and directed by “The Finish Of The F***ing World” creator Jonathan Entwhistle. It additionally consists of the model’s first sonic emblem, impressed by its South African heritage and the ‘Afro-Luso’ music playlists in eating places.
To achieve a youthful viewers, the one-minute movie re-enacts the expertise of 1 boy who tells his mates about visiting a restaurant, incorporating his voice over different actors in every of the situations he shares. It consists of cameos from a few of Nando’s well-known followers, together with England footballer Bukayo Saka, Instagram icon Grime Gran, TikTok chef LetsMunch and music artist Niko B.
That is the primary nationwide marketing campaign from Nandos since 2020. It will likely be working throughout TV, broadcaster video on demand, cinema, out-of-home, social media and Radio beginning March 1.
Nandos U.Okay. will encourage customers to share their favourite tales of visiting a restaurant by way of its social media channels for the prospect to win prizes and experiences all year long.
In a press release, Nando’s head of brand name, Hannah Smith, mentioned the brand new artistic platform would inform all model exercise transferring forwards.
“We’re so proud to have the ability to provide such a novel expertise as a restaurant—whether or not it’s attempting a brand new spice on the Peri-ometer or telling your mates a few first date you had—everybody has a Nando’s story,” she added.
CREDITS:
Marketing campaign: This Should Be The Place
Model: Nando’s
Company: New Business Arts, Zenith Media, Adelphoi Music
Nando’s:
Chief buyer officer: Sarah Warby
Head of brand name: Hannah Smith
Head of brand name communications: Sophie Archer
Head of acquisition and buying and selling: Lewis Kimber
Senior campaigns supervisor: Josh Smith
Tradition advertising and marketing lead: Victoria Peacock
Model lead: Henry McMaster
New Business Arts:
Chief artistic officer: Ian Heartfield
Creative director: Nici Hofer
Creatives: Alicia Job and Jess Pacey
Artistic advisor: Nabil Abdulrashid
Director of manufacturing and operations: Matt Craigie-Atherton
Senior producer: Lucie Georgeson
Chief government officer: James Murphy
Companion/enterprise director: James Derrick
Senior account director: Emily Ross
Account supervisor: Olivia Rose
Chief technique officer: David Golding
Planning accomplice: Matt Walters
Mission director: Sylvie Edwards
Manufacturing:
Manufacturing firm: Stink Movies
Director: Jonathan Entwistle
Producer: Lucy Chambers
Exec producer: Jon Chads
DoP: Justin Brown
Enhancing firm: Work Publish
Editor: Mark Edinoff
Edit assistant: Miles Watson
Edit producer: Charlie Dalton
Publish manufacturing: Chosen Works
Publish producer: Katie Sharpe
Audio publish manufacturing: 750mph
Sound designer: Jake Ashwell
Sonic emblem: Adelphoi Music
Music supervision: Adelphoi Music
Music supervisor: Jonathan Watts
Zenith Media:
Managing director: Jon Stevens
Chief technique officer: Richard Kirk
Shopper accomplice: Tommy Wong
Planning director: Kat Higgins
Planning supervisor: Polly Doyle
Planning exec: Amelia Harrington
Partnerships: Jason Harris
AV: Andy Oldham
OOH: Sasha Clarke
Audio: Yaz Webb
Social: Dominique Ward
Adelphoi Music:
Head of manufacturing/music supervision: Jonathan Watts
Head of technique: Jamie Masters
Sonic emblem artist: Onipa
Marketing campaign observe artist: Mina and Bryte
