Nando's introduces Randy Reed and the Wing Roulette
A delicious game of roulette.
Nando's kicks off today its campaign for a new menu item, dubbed as the 'Wing Roulette.' Made from nine juicy chicken wings basted in three flavours, the new item is design to be shared and played with a game of 'roulette,' where diners take turns eating a wing without knowing which flavour it is.
"An element of surprise is created by not knowing which flavour they’ll end up with, hence the need for people to become ‘flavour fit’," said the chain.
Randy Reed is the star of the campaign for the wings. The chain explains that the character is the personification of Nando's sense of fun and quirkiness, and explains the ins and outs of tongue training in a series of videos.
Click here to watch the videos on Nando's YouTube channel
"We took our inspiration from the exercise videos of the 80s that featured spokespeople who were so excitable about the latest product that their enthusiasm was contagious and to parody this genre we introduced Randy Reed as our spokesman," Richard Frost, Senior Account Director from Banjo revealed.
Adding, "we needed to search far and wide for the perfect Randy Reed. We held a casting of over 150 people for the role before we found the perfect specimen. We then worked closely with the actor to develop the character – his accent, expressions, even his hand movements all had to be thought through and agreed to ensure that we found the perfect balance.
Marketing Director, Helen Reece said that Wing Roulette emphasises the fact that Nando’s is all about flavour.
“We created Randy Reed, a quirky ‘tongue training’ expert who shows people how to ‘keep their tongue on its toes,’ by trying different flavours and incorporating an element of surprise."
“In creating the game of Wing Roulette we’ve also introduced elements of gamification which we know resonates with our core audience,” she explained.
The multi-platform national campaign is a partnership with creative firm Banjo and media strategy firm Match.
Diners are encouraged to visit the www.TongueTraining.com.au website, designed as the campaign hub. Through the site, people can challenge a mate to a game of Wing Roulette by selecting one of several Randy Reed inspirational quotes which then post directly to Facebook.
