2019 Winners & Shortlists

Background.

Challenge The month of Ramadan is a fiercely competitive time in our markets. Competitors are all discounting heavily to drive footfall and consumers are bombarded with a plethora of Ramadan related advertising/offers. All of this has resulted in consumer’s looking for the best ‘bang for their buck’. Nando’s cannot compete with most QSR (and even Casual Dining brands) on price. Opportunity Nando’s can offer a superior product and experience at a value-for-money price-point. We also have the opportunity to connect with consumers through a good deal that is packaged in insightful and impactful comms. Objectives Get more people eating Nando’s more often - Drive growth in Ramadan specific meal sales, and of course overall sales, over the Ramadan trading period (YoY). Grow brand consideration & love during Ramadan with new & existing customers by participating meaningfully in an occasion that is important to them.

Describe the creative idea.

Feed your fire with ours this Ramadan! Feed your fire with ours is a platform for Nando’s to express our uniquely different take on Ramadan. Through our fresh take on the traditions, emotions and overall attitude during Ramadan, we will express our role and tone as a brand. Ideally enticing our consumers to choose Nando’s over their usual after fast feasting. If you are going to take part in a tradition (family gathering over food), then it may as well be at Nando’s. ONLY Nando’s can add fire and flavour to something quite traditional and routine. We bring the fire to the table!

Describe the strategy.

Key Task Use our overall brand proposition ‘Feed your fire with ours’ to build a creative campaign that will keep Nando’s top of mind during Ramadan, delivering work that is meaningful, insightful & impactful that will keep our tills ringing. Target Audience We wanted to tap into "Generation M", or Modern Muslims, showing the lighter side of Ramadan based on their actual behaviour, whilst still being respectful of tradition - the Digital space was our best platform during Ramadan.

Describe the execution.

Our campaign was executed across 7 markets - namely Oman, Qatar, UAE, KSA, Bahrain, Pakistan and Bangladesh. This campaign ran from May 16 to 14 June, with continued messaging around 1st and 2nd Eid. As you will see in the Entry Video, all markets adapted our campaign in line with their local needs. Channels include Digital & Social Media, In-Restaurant, Local Restaurant Marketing (Activation in and around our restaurants) and Out Of Home (including Mall Branding).

List the results.

Results For this entry (as you will see in the Entry Video), we have focused less on the Digital Stats and more on the business results in each market. Most markets grew sales and ticket average (average customer spend) during this traditionally quiet period. Here are some standout results which are all a Year on Year comparison over the Ramadan period: 1. UAE (our largest market) saw a 2.4% growth in total sales. 2. Bangladesh saw a 17% growth in total sales 3. Qatar grew their average customer spend by 31% 4. Bahrain saw a 123% growth in Ramadan Meal Sales value (value of meals sold) 5. Pakistan had an incredible 220% growth in Ramadan Meal Sales volume (number of meals sold) 6. Saudi Arabia saw a whopping 366% growth in Ramadan Meal Sales volume (number of meals sold)