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.

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