18 Feet & Rising Serves Up a Peri Peculiar Spot for Nando's Grocery

Creative agency 18 Feet & Rising has launched its first creative campaign for Nando’s Grocery, with ‘Chain of Sauce’ – an online and TV campaign for Nando’s mild PERi- PERi sauce.

The ad – which introduces the tagline ‘Give it some Nando’s’ – shows how the brand’s range of sauces has something for everyone, no matter who you are or what you like to eat. In the film, a man sitting at a table spills some of his Nando’s sauce on his leg, which then attracts an army of ants. An anteater then arrives on screen to eat the ants, followed by the man’s daughter, who spots the anteater and licks her lips hungrily at the animal.

The campaign launches globally online (on demand, pre-rolls, social media) from 5th November and will then run on TV – in Australia in November and in the UK and South Africa in the New Year, with North America to follow.

The director of the ad is Matt Dilmore, who has brought his memorable and offbeat style to campaigns for Got Milk?, Guinness, Pepsi, Foot Locker and Red Stripe. He has also directed music videos for bands such as The Black Lips and CSS.

Rob Ward, Head of Strategy, 18 Feet & Rising said “Nando’s is much loved throughout the world. An experience too good to keep confined to the restaurants. So we want to let everyone know that they can ‘Give it some Nando’s’ at home. It’s time for ketchup to hand over the condiment crown. Anyone can use the PERi-PERi sauces to add flavour to their food, even anteaters. Working with animals is never easy, but Dorris was a true professional.”

18 Feet & Rising extended its relationship with Nando’s, winning Nando’s Grocery in September 2014 without a pitch, off the back of the work the agency has done for the brand’s restaurant chain since April 2013. Campaigns have included: the brand’s first cinema campaign, ‘Wing Roulette’; the integrated ‘It only works in Nando’s’, for its new loyalty card; the ‘more time to…’ campaign to promote placing orders online.

Nando’s launched its Grocery range – which includes sauces, spices and marinades – in 2004, and the products are currently stocked in 23 countries.