Malema returns big brand win for Nando's

2009-04-30 00:00

THE Nando's advert parodying ANC Youth League president Julius Malema got the whole of South Africa talking chicken, says Oresti Patricios, CEO of brand intelligence firm The Ornico Group, and the big brand win for the peri-peri chicken chain was the publicity it secured.

"The timing and topicality of the campaign was perfect, garnering coverage on radio and in high-profile media," said Patricios.

The "verbal rumble" between the ANCYL and Nando's "stoked debates on social media like Twitter and Facebook", says Patricios. "A slew of blogs was written on the issue by thought leaders and polling stations, restaurants and coffee shops in urban, upmarket suburbs were filled with talk about the controversy, helping to drive a swell of brand loyalty..."

Paticios says Nando's achieved some R267 321 worth of editorial coverage, while Google showed thousands of blogs were written and hundreds of news items posted online. A Twitter search showed the keywords "nando's" and "malema" were repeatedly tweeted, he adds.

The "guerrilla marketing" and "daring viral strategies" saw Nando's making the most of its advertising spend just as South Africans were about to go to the polls. "The real genius was using Julius Malema, a natural news driver, who is continually at the forefront of the media," says Patricios.

Join the conversation!

24.com encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
0 comments
Comments have been closed for this article.

Inside News24

 
/Africa
Traffic Alerts
There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.




Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.