Nando’s Grocery Australia has launched a set of eight ads for the Nando’s Peri-Peri Sauce range, encouraging Australians to find their perfect ‘sauce-y’ match.
Similar to traditional dating ads and online love-seeking platforms, the campaign features eight characters who have all found love at first bite on PERiHarmony, Nando’s sauce matching site.
The campaign is designed to highlight that Nando’s Peri-Peri Sauces are full of flavour and available in a range of heat levels to suit all tastes, giving everyone the opportunity to add something exciting to their dish.
Marketing Manager Tim Paton says the ads are a fun way to introduce Australians to the concept of chilli being more than just a hot sauce.
“The chilli segment has traditionally been driven by heat, burn and a ‘come and try me if you dare’ approach,” he said.
“We’ve taken the idea of modern day matchmaking and developed a campaign to help people fall in love with Peri-Peri. It’s not about alienating chilli users or non-users, it’s about meaningful mealtime connections and finding your perfect match.”
The tongue-in-cheek ads depict eight Aussies from all walks of life – flavour seekers through to hardcore chilli fans – sharing their PERiHarmony success stories and Nando’s sauce matches after deciding to ‘Give it some Nando’s’. Also featured is the Nando’s PERi-Ometer, a proprietary asset designed to make heat navigation easier.
The campaign comprises a concentrated online campaign across catch-up TV, digital pre-rolls and Facebook. Viewers can find their match for free at www.PERiHarmony.com.au where they can explore each sauce profile and choose their heat before they eat.
The campaign also stretches into supermarket territory with a bottle neck tag offering customers who don’t find their perfect match a money-back guarantee.
