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. We 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 generate excitement in the influencer space, foodies were shuttled to the new restaurant for a private 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. Each guest was gifted a personalized Nando’s influencer kits.
A group of 24 food bloggers attended the influencer dinner. A PERi-PERi making segment on Global TV with the president of Nando’s Canada delivered the brand message province-wide. The launch campaign delivered 67 pieces of coverage and had a local reach of more than 5M in earned media and influencer impressions. We were re-engaged for a secondary project based on the success of this campaign.