Public Relations Campaign for Nandos new Chama spicePrepared by

Julian Obubo

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Table of Contents

Page- 4- The Brief Page 5- Jungle Fever Philosophy Page 6- Engage People Page 9- Visual Stunt Page 10- Scientific Research/Amazing Facts Page 10- New Media/Old Media Page 11- SWOT Analysis Page 11- Budget Page 12- Timeline Page 13- Press Release Page 14- Selected Media Targets Page 16- Endnotes

Julian Obubo

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The BriefIn the past year orders for Extra Hot chicken has gone up by over a third while our milder Lemon & Herb baste has reduced1 therefore next year (July 2010) Nandosi is launching its hottest spice yet- Chama which is Portuguese for flame. Along with the launch, Nandos is seeking to raise its profile in the UK, although boasting over 200 restaurants in the UK, Nandos seeks to reel in more Peri-Peri chicken fans. Nandos is looking to direct its message particularly at the 16-25 year old demographic. The key objectives are: To publicize the introduction of Nandos Chama spice To promote Nandos chicken restaurants as a healthier and trendier alternative to fast-food chains To entice the 16-25 year old demographic to visit Nandos restaurants

1

http://www.nandosblog.co.uk/

Julian Obubo

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Jungle Fever Philosophy With this brief, Jungle Fever PR sees a unique opportunity to increase the influence and recognition of Nandos in the UK. Other PR firms may demand a high budget for strategic media relations, but JFPR sees an opportunity to generate interest not solely from the media, but in essence to bypass the media to an extent and engage directly with the publics. Harnessing the power of social media (Nandos Facebook page already has 252,400 fans) meaning that each update from Nandos is instantly disseminated to thousands of followers. This strategy has been used effectively by Nandos before to spread word of upcoming promotions and with the launch of Chama it would be a very valuable asset, and its power cannot be overstated. JFPRs strategy with this campaign will be focused on self propagating public relations. The publics will be the participants, and it is them what will generate the content. The tools and techniques that will be employed are as follows 1234567Engage people Visual Stunts Scientific Research Amazing Facts New Media Old media Photography

This campaign plan would detail out the ways in which these tools and techniques will be optimized in order to fulfil Nandos objectives as stated in the brief.

Julian Obubo

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1Engage People Main objective being fulfilled- To entice the 16-25 year old demographic to visit Nandos restaurants Secondary objective fulfilment- To promote Nandos chicken restaurants as a healthier and trendier alternative to fast-food chains The proposed launch date of the Chama spice is July 17, 2010 Starting in May 2010, Nandos will launch its Young People Still Photography and Video Competition Still Photography Competition

The information about the competition will be spread primarily through Facebook and Twitter, as well as posters in existing Nandos restaurants around the country. On the www.nandos.co.uk/photocomp link, there would also be an opportunity to einvite a friend to take part in the competition. The rules for the competition will be quite simple. The theme will simply be Urban Chicken, and participants are allowed to be as creative as they can get (use of living chickens in the photographs will be prohibited, but participants will be encouraged to use chicken-suits, drumsticks, or any other chicken related paraphernalia they can be creative enough to come up with. Of course photography of other trademarked restaurants will not be allowed in the competition) Participants will be encouraged to upload their entries on the Nandos flickr account, and from there the winning pictures will be selected by 17th July 2010.

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There will be three prize winners, with the first place winning a Nikon D90 SLR camera (worth 700) as well as over 1500 worth of accessories in 6 lenses and camera bags and cleaning kit. Additionally, a special voucher will be issued for the winner, which would enable them to obtain any one meal combo per sitting for a period of one year. Second place would win a Nikon D3000 SLR camera with an 18-55mm lens, as well as a special voucher which would enable them to obtain any one meal combo per sitting for a period of six months. The third place winner would win a Nikon Coolpix S1000PJ compact camera (with built-in projector) as well as a special voucher which would enable them to obtain any one meal combo per sitting for a period of three months. Aims To create a talking point around Nandos restaurants To inspire young people artistically (thus promoting Nandos as trendy and aware of its younger market) For 3 months following the end of the photography competition, the winning shots (as well as a selection of others) will be featured prominently on the nandos.co.uk website. A link to the flickr group will also be provided on the home page. In the week beginning 12 July 2010, press releases will go out to select media with details of the winners and their winning shots. (more about this later in this campaign plan) Video Competition The video competition would be in a similar vein as the photo competition, with its core aims being (i) a chance to inspire young video producers and (ii) to associate the Nandos brand with youth. There is however a third and vital aim of the video competition; and that is to create viral publicity of the Nandos brand. The video rules will be for 16-25 year olds to create a short video (max 4 mins, min 2 mins) Participants are allowed to get as creative as possible, the only creative caveat is that there must be a character in a full body chicken suit in the video production. 2 Entries can be uploaded to Vimeo or Youtube and the links can then be e-mailed to Nandos, Nandos will strive to publish as many suitable entries as possible on its Nandos blog, as well as provide links through Twitter and Facebook to newly submitted entries. In the week beginning July 12, 2010, the winning video entry will be announced, and an accompanying press release will be sent out to select media with the details of the winner and information on the winning video.

2 Of course, a fuller and more robust terms and conditions of the video production will be provided on the website.

Julian Obubo

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The winner of the Nandos Video competition will receive a prize of a Sony HVR-Z5E HD camcorder3 How Hot Can You Handle! Aim- To publicize the launch of Nandos new Chama spice To promote Nandos chicken restaurants as a healthier and trendier alternative to fast-food chains Beginning in May 2010, as the University semesters draw to a close, pre-launch sampling of the new Chama spice will be carried out across 20 University campuses ii in England, Wales and Scotland. Working in conjunction with the various student unions, Nandos will undertake a road show where student participants will test their ability to handle the hottest spice yet. The universities chosen are situated in cities with at least one Nandos restaurant present. The event will thus utilize staff of these existing Nandos restaurants. For the price of 2, students will be able to purchase a chicken (normally 3.30) sides of fries, and signature peri-peri rice would also be available at reduced prices. Students will be given the option to get their orders with the new Chama spice, but if they arent brave enough, they may opt for milder spices. Each road-show team would be given the discretion to organize a mini-competition to see who can consume 6 Chama spice chicken wings the fastest, the size, prizes and logistics of the competition would be left entirely up to the Nandos team organizing the roadshow. The aim of the How Hot Can You Handle tour is to connect Nandos with the student populations in major cities in the UK, to make Nandos restaurants synonymous with fun, urban and affordable.

3 http://www.sony.co.uk/biz/view/ShowProduct.action?product=HVRZ5E&site=biz_en_GB&pageType=Overview&imageType=Main&category=HDVCamcorders

Julian Obubo

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2-

Visual Stunt

Main objective being fulfilled- To entice the 16-25 year old demographic to visit Nandos restaurants Secondary objective being fulfilled- To publicize the introduction of Nandos Chama spice The proposed launch date of the Chama spice is July 17 2010. This stunt in mind will take place in Trafalgar Square, London at 14:00 on the launch day. Stunt- The

Great Chicken Flash Mob

Creating a spectacle creates the potential for thorough media coverage. Additionally, Trafalgar Square is a popular destination for tourists visiting London, so there will be lots of photographs been taken of the event and been shared with the world through media such as Twitter, Facebook and Flickr. Bemused passersby may feel the need to tweet the event or call and alert friends of the spectacle they are witnessing. Getting the word out?- Primarily through Twitter and Facebook to the thousands of Nandos followers and fans, but additionally, and perhaps most importantly, a week before the event, all those visiting Nandos in the central and greater London area will be given a slip such as the one pictured above, giving them details about the proposed Flash Mob. Local newspapers (The Evening Standard particularly) and Food consumer magazines will be alerted of the proposed flash mob a day in advance so they may have photographers at Trafalgar ready for the gathering.

Julian Obubo

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Scientific Research/4- Amazing Facts

Main objective being fulfilled- To entice the 16-25 year old demographic to visit Nandos restaurants To present Nandos as urban, fun, modern and trendy. Jungle Fever PR is proposing the development of a Nandos Apple iPhone/iPod touch application. The application would be a very simple entertainment app, which would present its users with Random Trivia about chicken, chilli, and Nandos. Trivia such as: A chicken once had its head cut off and survived for over eighteen months, headless. When African locals introduced the Bird's Eye Chilli to Portuguese explorers way back when, they called it pilli-pilli (Swahili for pepper pepper - obviously so peppery they named it twice) and this eventually became peri-peri. Chillies are packed with vitamins and can help reduce cholesterol. Nandos currently does offer some funny and random trivia on its website, but we think its clientele will benefit greatly from being able to carry this information on their mobile devices. There is also the added benefit of being viewed as a modern technophilic business, an image that we believe would certainly resonate with the 1625 year old demographic. 4-

New Media/Old Media

We have discussed how the picture/video competition will utilize social networks and video hosting websites. Through regular reposting of entries on social network site Facebook, we hope that more fans will be inspired to create their own videos and send them to Nandos. While it is of prime importance to undertake a serious Web 2.0 campaign, one must not forget about Old Media: in particular- radio! On the week of the launch of Chama spice, all Nandos restaurants will send local radio hosts a generous delivery of grilled chicken and bottles of the new spice. One would hope of positive coverage from recognizable DJs such as Chris Moyles (who has reacted positively PR food deliveries in the past- e.g from the National Doughnut Week PR Team)

Julian Obubo

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SWOT ANALYSISStrengths -Very visual- possibilities for news stories with great photography -Video competition has the potential to go viral -Creation of public spectacles mean that event will be witnessed by more than just the media -Cheap food!- The How Hot Can You Handle roadshow, students love cheap food Opportunities -Closer relationship between Nandos and young people -May provide further opportunities for future promotions to target audience Weaknesses -Picture/video competition may be very young male oriented -Older (35 and above) generation may feel neglected -Danger of turning Nandos into a young peoples eatery, older folks may not want to be associated with a brand that seems too hip for their generation.

Threats -Bad weather (on day of proposed Flash Mob) -Spice being considered too hot by students on the How Hot Can You Handle roadshow -Low entry figures to the video/picture campaigns

BudgetItem Prizes (Cameras, accessories & camcorder) iPhone/iPod touch application development How Hot Can You Handle roadshow Cost 6,000 450iii Universities student unions charge on average 500 for placement of stalls at their premises. Additional 1,000 for the set-up and food. Total 1,500 x 20= 30,000 Negligible, provided by local Nandos restaurants 600 37,050

Radio deliveries 15,000 Flash Mob slips Total

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TimelineMay 2010- Photo competition and Video competition announced May 2010- Nandos iPhone/iPod touch application launched May- July 2010- Submitted videos publicized via Nandos facebook, youtube and Twitter accounts May- approx June 15- How Hot Can You Handle roadshow (to coincide with end of term at universities) July 12 2010- Winners of the photo/video competition announced July 17 2010- Flash Mob at Trafalgar Square, Launch of Chama spice

Julian Obubo

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PRESS RELEASE

24 June 2010

NANDOS TO LAUNCH HOTTEST SPICE YET With research indicating that Britons are becoming braver in their sensitivity to hot spices, Nandos have decided to introduce their hottest spice yet. The Chama spice from the Portuguese word for flame, will be launched in all UK Nandos restaurants on July 17, 2010. Nandos current spices range from Mango and Lime to Extra Hot, and in the last year the number of Extra Hot orders have doubled. The new Chama spice is made using a chilli pepper from Suriname, known as Madame Jeanette, which comes in at 100,000 to 350,000 on the Scoville scale; a measurement of the heat of chilli pepper (Jalapeos measure 2,500 to 8,000) Nandos UK Managing Director Robby Enthoven said: We are only responding to what we have noticed in our restaurants; that is, people have developed a high tolerance for heat, so its only right that we raise the bar a little The Chama spice will first be tested out on univeristy campuses around the country in May, before finally being available at Nandos restaurants in July. For more information, visit www.nandos.co.uk/chama ENDS Issued by Julian Obubo Jungle Fever Public Relations Tel: 0191 643 7411 Mob: 07712345325 julian.obubo@jfpr.co.uk

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Selected Media Targets As well as press releases and follow up phonecalls being made to all national newspapers, in each city where the How Hot Can You Handle roadshow reaches, Nandos will contact the local press for possible feature coverage and photography. This media list is a list of consumer magazines that will not only recieve the Chama press release, but will also be alerted about the proposed Flash MobPublicationBBC Easy Cook BBC Good Food bbcgoodfood.com Country Kitchen Country Living DailyCandy.com delicious Easy Living Edge essentials Feast Femin.co.uk FHP Magazine Food Food and Travel Foodie fresh G-Culture Get Fresh Good Housekeeping goodtoknow Great British Lifestyle Magazine Harper's Bazaar Healthy Healthy & Organic Living just-food.com Live it, The Conran Magazine Living Earth Living-etc london-eating Menu Magazine MHA Magazine MyHome New Style olive Prima

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i

Nandos profile- http://www.caterersearch.com/Companies/33907/nandos.html

ii

20 University Campuses 1- University of Bradford 2- University of Manchester 3- Teesside University 4- Newcastle University 5- University of Sheffield 6- University of Liverpool 7- University of Edinburgh 8- University of Glasgow 9- Cardiff University 10- University of Birmingham 11- University of Coventry 12- University of Leicester 13- University of Nottingham 14- University of Cambridge 15- Bristol University 16- Bournemouth University 17- University of Brighton 18- School of Oriental and African Studies (London) 19- University of Greenwich (London) 20- University College Londoniii

http://www.toylounge.com/howmudoitcot.html