JENNIFER LUKE
Copywriter
Nandos
The Brief
Nandos are launching a limited-edition sauce that will sit between medium and hot on their Peri-ometer. The sauce will be a fruity flavour of Pineapple and Coconut, but with extra spice. The flavour will only be available during the summer months due to its ‘summery flavours’.
Create a radio campaign that reaches the Nandos target audience – especially those that like things on the ‘hot’ side.
My Approach
The overall concept is based on the sounds that people make when they’ve consumed something spicy. These sounds will intrigue listeners when the advert begins because they aren’t something you would usually hear – some may also sound a bit ‘risqué’ so this will create a potential discussion/laughing point for when the advert has finished. The use of these particular types of sounds also adds humour to the advert making it feel more relatable and friendly.
The campaign is predominantly aimed at those that enjoy spicy food, those that like to experiment with things that are spicy, or those that love the fruity Nandos sauce but also want something a bit spicier - there’s no particular age group.
Radio Ad 1:
We hear Nandos customers from various backgrounds experience the new Pineapple and Coconut sauce for the first time.
SFX Sizzling sounds.
SFX A middle aged man panting.
Woman 1 Woah!
Man 1 Phew!
SFX A teenage girl giggling breathily.
Man 2 (Elderly) Ooh!
Woman 2 Mmm!
Man 3 (Exhaling heavily) Hot! Hot! Hot!
V.O. Keep things hot with Nando’s new pineapple and
coconut sauce. Available for a limited time only.
Radio Ad 2:
Aimed at those driving home after a day at work, encouraging them to pick up a Nandos on their way home. Starts off as a kind of internal conversation in a woman’s head as she dreads her dinner that evening.
V.O. Long day?
Woman 1 Mmhmm
V.O. To top it off, you get to enjoy your in-law’s ‘signature’ beef
casserole for dinner. The one that’s blander than boiled rice and
as spicy as a strawberry yoghurt.
Woman 1 Eurgh!
V.O. Or…you could grab a ‘cheeky’ Nandos on your way home and add a
bit of “Ooh”, “Mmm”, and “Phwoar” to your evening.
Woman 1 You had me at cheeky.
V.O. Keep things hot with Nandos’ new pineapple and coconut sauce.
Available for a limited time only.
Spotify Ad:
Played after listeners have listened to one of the current ‘most streamed’ tracks.
Clicking the banner takes users to a Spotify playlist that recreates excerpts of popular pop songs but that incorporate a medley of sounds that people make after consuming something spicy.
V.O. We see you like hot tracks, so we’ve created a record
just for you.
SFX The opening chorus of ‘Havana’ by Camila Cabello plays
but with a series of different people making panting-
style noises for the ‘ooh-na-na’ parts.
SFX Panting style noises are substituted in to ‘Stayin’ Alive
by the BeeGees for the ‘ah, ha, ha, ha’ parts.
V.O. Keep things hot with Nando’s new pineapple and
coconut sauce.
Available for a limited time only.
V.O. Click the banner to hear more of our ‘spicy’ playlist.
