Campaign: Nando’s Wing Roulette

Campaign: Nando’s Wing Roulette

Nando’s Australia has launched the first phase of a campaign introducing new menu item Wing Roulette to Australia.

Jude Leon
Posted by Jude Leon

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.

https://www.youtube.com/watch?v=4Xe1aMZ4qwg

https://www.youtube.com/watch?v=d3oxEP2JTsw

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.

Credits:

NANDO’S

Marketing Director ­ Helen Reece

Marketing Manager ­ Nicole West

Marketing Executive ­ Daniel Glover

BANJO:

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

MATCH

Communications Director ­ Garth Moring

Associate Communications Director ­ Russell Dowse

Communications Planner ­ Rebecca Alexander

Communications Planner ­ Anna Choi

Communications Trader ­ Jessica Booth