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Nando’s started a journey to revitalise its brand among under-35’s in Australia by launching a unique music platform, boosting engagement and increasing brand consideration significantly.
earned media reach
social impressions
consumer sentiment
industry sentiment
Nando’s needed to reconnect with the under-35 demographic amid increased competition and price pressures, following a business restructuring in Australia.
With minimal differentiation possible in product and pricing, Nando’s focused on music as a key differentiator, leveraging its UK success to drive under-35 purchase consideration through a targeted music initiative.
To attract a younger audience attuned to internet sub-culture and irony, Nando’s leveraged social and PR channels. The cancellation of a major music festival (SITG) presented an opportunity to make a bold statement in the music space.
We launched the Chicken Shop Sessions, a music platform that transformed Nando’s restaurants into intimate venues for artists and their fans. In partnership with Unified Group, we debuted this initiative at a prominent event on Fitzroy Street, providing a content-rich, experiential feast. Following this, the sessions expanded across Australia and New Zealand, featuring the signed band Coterie, creating a unique, ongoing engagement with fans.
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We acknowledge the deep history and connection to country and culture shared by First Nation’s people throughout Australia. We acknowledge that this connection has neither been ceded nor their sovereignty.
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