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.
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,” said Paton. “We’ve taken the idea of modern day match-making 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 hard-core 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.
“Chilli sauce is Australia’s fastest growing condiment segment. It grew by 13.5 per cent last year, and Nando’s PERi-PERi Sauces experienced growth of 30 per cent, making us the local market leader,” explained Paton.
“The ads are an entertaining way to show Nando’s is the all inclusive condiment. Some like it hot and some not, so we’ve created two ads to showcase each of our four most popular sauces – Mild, Medium, Hot and Extra Bloody Hot – and given them a flavour profile.”
The ad campaign kicks off today through 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 necktag offering customers who don’t find their perfect match a money back guarantee.