Nando’s Australia has launched the first phase of a campaign introducing new menu item Wing Roulette to Australia.
The multi-platform national campaign, with creative lead by Banjo and media strategy by Match, kicked off on Monday with teaser content featuring ‘tongue training guru, Randy Reed, who showcases his unique talents with the world’s first tongue push up and tips on how to play Wing Roulette at Nando’s restaurants.
Priced at $12.95, Wing Roulette is made from nine juicy chicken wings basted in three delicious Nando’s flavours (Mild, BBQ & Hot). Designed to be shared, diners are invited to spin a ‘Roulette flag’ in turns, eating the wing their spin lands on. An element of surprise is created by not knowing which flavour they’ll end up with, hence the need for people to become ‘flavour fit’.
The Randy Reed character is the personification of Nando’s sense of fun and quirkiness. Dressed in a red tracksuit, reminiscent of a throwback from a 1980s gym, Randy and his somewhat hapless ‘wing man’ explain the ins and outs of tongue training.
Kicking off with some entertaining teaser content, the core campaign elements comprise a national radio sponsorship with NOVA, OOH and digital channels.
All ‘tongue training’ content will feature a call to action for viewers to visit the www.TongueTraining.com.au website, containing additional content and information on Wing Roulette.
Designed as a campaign hub, the website inspires interactivity in a variety of ways. People can challenge a mate to a game of Wing Roulette by selecting one of several Randy Reed inspirational quotes which then post directly to Facebook to drive shareability. The site also allows people to upload a photo and ‘get licked’ (somewhat literally) by Randy.
A promotional element encourages people to maximize their Wing Roulette consumption across the campaign period with a trip to Vegas on offer for the person who manages to eat the most wings.
Additional support for the campaign via Nando’s own social channels, includes ‘how to eat chicken wings like a boss’ content – a nifty life-hack style video illustrating how to cleanly remove the bones from a chicken wing – rolled out across Instagram, Facebook YouTube.
Marketing director, Helen Reece said that Wing Roulette emphasises the fact that Nando’s is all about flavour.
“We created Randy Reed, a quirky ‘tongue training’ expert who shows people how to ‘keep their tongue on its toes,’ by trying different flavours and incorporating an element of surprise.
“In creating the game of Wing Roulette we’ve also introduced elements of gamification which we know resonates with our core audience,” explained Reece.
Wing Roulette is available in all Nando’s stores from Monday 29th Spetember.
Marketing Director Helen Reece
Marketing Manager Nicole West
Marketing Executive Daniel Glover
Executive Creative Director Georgia Arnott
Creative Group Head Laurence Cronin
Creative Group Head Scott Hopkin
Digital Creative Director Roy Husdell
Digital Designer Sammie Ho
Senior Front End Developer John Fu
Senior Account Director Richard Frost
Account Manager Tom Mort
Digital Account Director Jonathan Stone
Senior Planner Peta Morton
Head of Broadcast Meredyth Judd
PRODUCTION COMPANY THE FEDS
Director Josh Logue
Executive Producer Michael Cook
Producer Yvonne Ortiz
DOP Hugh Miller
Randy Reed Mitch Wright
Communications Director Garth Moring
Associate Communications Director Russell Dowse
Communications Planner Rebecca Alexander
Communications Planner Anna Choi
Communications Trader Jessica Booth