19 Mar The Controversial Nandos Ad: A case study
Who was the target audience?
- The South African public and people who enjoy eating chicken. There isn’t a set demographic as fast food franchises don’t necessarily have a specific target market.
What was the campaign objective?
- To advertise their variety and new products in their menu “The new Trichando and chips” and “The new peri-crusted wings and chips”. While also contributing to the discourse surrounding the issue of xenophobia in the country.
Where did they target the consumers?
- Via Television.
When did they run the campaign – was there a strategy to the timing?
- The Nando’s diversity was aired in 2012. It was during the resurgence of xenophobic attacks that had been occurring throughout the country since 2008.
XENEPHOBIA
intense or irrational dislike or fear of people from other countries
“Xenophobic attacks on foreigners in South Africa made international headlines in 2008, when 62 people died in a series of riots that started in a Johannesburg township. Violence against migrants has continued, including murders of Somali shopkeepers.”
I think the ad also appealed to foreigners who may have felt feelings of hypocrisy towards South Africans during this time.This ad also gave the impression of diversity and inclusivity , suggesting that Nando’s is for all not just South Africans.
- The point of the 2012 Diversity campaign, according to Nando’ s at the time, was to “force South Africans to question Xenophobia and intolerance [ because] the fact is, if we go back far enough in time, we were all once foreigners in SA.” The ad was pulled from private and public TV channels because broadcasters were concerned it might be misinterpreted. Nando’s said in a statement in 2012: “The advertisement is aimed at addressing a social ill and our approach is one that seeks to have South Africans take a stand against these prejudices by encouraging them to embrace the diverse inhabitants of our land.”https://www.sapeople.com/2015/04/16/nandos-banned-diversity-ad-viral/
- But most viewers seemed to think the ad’s message was sorely needed in a country where at least seven people have been killed and 5,000 have been left homeless in the latest bout of anti-immigrant violence. South Africans – and those outside the country – have been involved in a huge online discussion over the attacks, with hashtags such as #SayNoToXenophobia and #XenophobicSA being tweeted hundreds of thousands of times in recent weeks. (2015)
- “When this advert was made three years ago, there was a real sense that people wanted to speak out against xenophobic attacks,” he told BBC Trending. “The vast majority of South Africans are fully aware of the huge contribution that immigrants have made to the country, and most of us were immigrants at one stage or another. That’s a point of view that’s resonating again.”http://www.bbc.com/news/blogs-trending-32448837
- Although the South African Broadcasting Corporation (SABC) banned the ad it didn’t negatively impact brand loyalty and sales. Nando’s is known for it satirical and controversial ads.
- Since this ad targeted a large demographic, its difficult to measure how successful it was in terms of sales, but when it comes to brand and loyalty people will continue to remain loyal to the brand.