Brief: Challenge the perception of the beloved Nando’s. Persuade thousands of its own loyal customers to sign a World Animal Protection UK petition asking it to make urgent animal welfare improvements in order to improve the lives of millions of chickens.
Objective: Ensure Nando’s decision-makers can’t ignore the customer demands and agree to a meeting with the organisation.
Strategy: Shine a light on the REAL ‘cheeky’ behaviour from Nando’s, delivered through an integrated campaign, tapping into the brand’s social currency and mimicking the chain’s own tone of voice and creative content to mobilise its fans.
Result: 35,000 signatures resulting in a meeting with Nando’s senior staff, where they confirmed it’s now looking at changes that will improve the lives of millions of chickens in its supply chain.