Our Purpose: With the launch of its first two flagship restaurants in Tsawwassen and Richmond, Nando’s was looking to bring awareness to its international roots and evolve the B.C. market’s perception of the brand from a fast casual to an inclusive destination or gathering place where everyone’s welcome at the table. The brand wanted the BC market to understand its rich culture and commitment to community.
Our Approach: Brix saw two opportunities to best communicate Nando’s message and solidify its new restaurants as community hubs: engage with hyper- local foodie influencers and connect with traditional media. To kick off the campaign, foodies were invited to an influencer dinner where they were introduced to Nando’s new look, sampled the best of Nando’s menu and invited to participate in a PERi-PERi sauce-making competition. Guests were transported in a Nando’s party bus and gifted with personalized Nando’s influencer kits, encouraging brand advocacy and social posting. Traditional media was then engaged to deliver the brand message far and wide. Each touchpoint was thoughtfully prepared to reflect the Nando’s brand: inclusive, vibrant and fun.
Our Impact: A group of 24 food bloggers, handpicked for their relevancy, look, feel, and tone, attended the influencer dinner. Blog posts went live the night of the event night of and for weeks following. A PERi-PERi making segment on Global TV with the president of Nando’s Canada delivered the brand message province- wide. The launch campaign had a local reach of more than 3 million in earned media and influencer impressions. Brix was re-engaged for a secondary project based on the success of the influencer activation.