Nando’s launches new campaign for PERi-PERi sauces
Nando’s Grocery introduced eight ads encouraging Aussies to experiment with different sauces from their PERi-PERi range.
The campaign is designed to highlight that Nando’s PERi-PERi Sauces are available in a range of heat levels to suit all tastes.
Marketing Manager, Tim Paton, says the ads are a fun way to introduce Australians to the concept of chilli being more than just a hot sauce.
“The chilli segment has traditionally been driven by heat, burn and a ‘come and try me if you dare’ approach,” Paton said.
“We’ve taken the idea of modern day match-making and developed a campaign to help people fall in love with PERi-PERi. It’s not about alienating chilli users or non-users, it’s about meaningful mealtime connections and finding your perfect match.”
The ads depict eight Aussies from all walks of life – flavour seekers through to hard-core chilli fans – sharing their PERiHarmony success stories and Nando’s sauce matches after deciding to ‘Give it some Nando’s’. Also featured is the Nando’s PERi-Ometer, a proprietary asset designed to make heat navigation easier.
“Chilli sauce is Australia’s fastest growing condiment segment. It grew by 13.5% last year, and Nando’s PERi-PERi Sauces experienced growth of 30%, making us the local market leader.”
“The ads are an entertaining way to show Nando’s is the all inclusive condiment. Some like it hot and some not, so we’ve created two ads to showcase each of our four most popular sauces – Mild, Medium, Hot and Extra Bloody Hot – and given them a flavour profile,” Paton said.
“Arming shoppers with a little more information on heat levels and how to use our sauces will help them decide whether they’re a PERi-PERi beginner like Terrance and Tracey, or fiery heat seekers like Hazel and Emily who will go all the way to Extra Bloody Hot.”
