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 market it as a spot the place folks will be collectively.
The South African-Portuguese-inspired restaurant, identified for its flame-grilled Peri-Peri hen, 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 brand, impressed by its South African heritage and the ‘Afro-Luso’ music playlists in eating places.
To succeed in a youthful viewers, the one-minute movie re-enacts the expertise of 1 boy who tells his associates about visiting a restaurant, incorporating his voice over different actors in every of the eventualities 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 via its social media channels for the prospect to win prizes and experiences all year long.
In an announcement, Nando’s head of brand name, Hannah Smith, mentioned the brand new artistic platform would inform all model exercise shifting forwards.
“We’re so proud to have the ability to provide such a novel expertise as a restaurant—whether or not it’s making an attempt a brand new spice on the Peri-ometer or telling your mates a couple of 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
Inventive director: Nici Hofer
Creatives: Alicia Job and Jess Pacey
Artistic guide: Nabil Abdulrashid
Director of manufacturing and operations: Matt Craigie-Atherton
Senior producer: Lucie Georgeson
Chief govt officer: James Murphy
Companion/enterprise director: James Derrick
Senior account director: Emily Ross
Account supervisor: Olivia Rose
Chief technique officer: David Golding
Planning companion: Matt Walters
Venture director: Sylvie Edwards
Manufacturing:
Manufacturing firm: Stink Movies
Director: Jonathan Entwistle
Producer: Lucy Chambers
Exec producer: Jon Chads
DoP: Justin Brown
Enhancing firm: Work Submit
Editor: Mark Edinoff
Edit assistant: Miles Watson
Edit producer: Charlie Dalton
Submit manufacturing: Chosen Works
Submit producer: Katie Sharpe
Audio put up manufacturing: 750mph
Sound designer: Jake Ashwell
Sonic brand: Adelphoi Music
Music supervision: Adelphoi Music
Music supervisor: Jonathan Watts
Zenith Media:
Managing director: Jon Stevens
Chief technique officer: Richard Kirk
Shopper companion: 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 brand artist: Onipa
Marketing campaign monitor artist: Mina and Bryte
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