October 15th saw Nando’s launch ‘Find Yourself’, a fully integrated campaign matching people with their PERi-PERi spice on a tongue-in-cheek journey of self-discovery.
Enlightening those who don’t know it yet and celebrating with those who do, ‘Find Yourself’ offers up six different spice personas to help people find themselves on the famous Nando’s PERi-ometer scale.
Whether they’re a sensitive soul that likes their chicken Lemon and Herb, or an unhinged nutface that goes for Extra Hot, there’s a PERi-PERi spice for everyone, and Nando’s wants to prove it.
Wieden+Kennedy are lead agency on the campaign, with MPG handling media buying and PrettyGreen implementing a programme of supporting PR and social activity.
Print, digital and outdoor advertising will drive people to Nando’s social media channels where they’re encouraged to tell the world what spice they are. And for those who don’t know it yet, a Facebook App dubbed the ‘PERi Predictor’ asks a series of situation-based questions to help people discover which spice they are.
Over on Twitter, people are invited to use #findyourself to request a personalised PERi prediction direct from @Nandos_Official, who will be analysing timelines and social media profiles to guess what spice people are.
Nando’s sales data will also be used to produce a spice map of the country, revealing which areas of the UK like their Nando’s the hottest – revealing the true spice identities of towns and cities, and challenging fans to get involved in the campaign.
Andrew Rayner, Marketing Director, said: “Find Yourself matches people with their choice of spice and offers those who are unaware, the chance to find themselves. With our tongue firmly placed in our cheek, and using one of our strongest assets, the PERi-ometer, we’re rallying the Nando’s nation to get excited and celebrate their chosen spice”.