Nando’s Restaurants
Using radio to change people’s minds
The challenge
Many people find Nando's a little hard to understand as a restaurant - there are Latin and African cues in the music and decor, and the service is
different from other restaurants. The fact that it's Portuguese doesn't resolve the problem. So it can fail to make it onto people's candidate list for
restaurants. Yet it's clear that when people try Nando's, many of them love it. The challenge here was to increase trial by positioning Nando's as an
accessible choice which was very relaxed and welcoming. " Nando's have been loyal to radio Manager, Nando's.
Why radio?
Radio's reach of the ABC1 16-34 target was very good, but radio also offered the flexibility to minimise wastage by targeting only certain localities
and concentrating airtime on certain days of the week. In addition, because radio can work at an emotionally engaging level, it allowed the "Spirit of
Nando's" to be brought to life - this was key for making the brand accessible.
Implementation
The activity was devised as a conventional spot advertising campaign, using 30" and 60" ads concentrated between Thursday and Saturday when most visits
are likely to take place. In addition, some areas also used press advertisements, but the core of the activity (88%) was concentrated on radio.
Results
The results of the advertising were measured in detail using the RAB's RadioGauge methodology, and changes in consideration scores showed a very
positive shift. For example, when asked if they would consider visiting Nando's, 27% of commercial radio listeners reacted positively versus only 14%
of non listeners, representing a 98% jump. In addition, econometric modelling by Data2Decisions concluded that radio had generated a return on
investment of over £7 per £1 spent.
RAB Commentary
This is a conventional spot-airtime campaign but the results clearly show that this is an effective and businessbuilding way to use the medium. It also
demonstrates that radio is an effective medium for changing the way people feel about a brand at an emotional level.