GB: Nando’s had recently launched a new national campaign - Did Britons notice it?

South African-Portuguese-inspired restaurant, Nando’s, launched a new brand platform and national campaign on 1 March 2023. Titled “This Must Be The Place”, the campaign includes a one-minute film (featuring footballer Bukayo Saka, Instagram icon Grime Gran, TikTok chef LetsMunch and music artist Niko B) and the brand’s first sonic logo. It is the restaurant chain’s first national campaign since 2020.

We look at whether the campaign impacted Nandos' Ad Awareness score - which indicates how many and which consumers are noticing the brand’s advertising.

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Nando’s Ad Awareness score amongst the general British population has increased since 1 March 2023 (when the campaign launched). The score grew from 7% on 1 March 2023 to 11% on 15 March 2023, up by 4 percentage points.

Nando’s latest campaign is also an effort to attract younger audiences. While the brand’s Ad Awareness score amongst all British adults has recorded an uptick, we look at how the campaign has performed across age groups - 18- to 34-year-olds, 35- to 54-year-olds and those aged 55 years and above.

BrandIndex data shows that, Nando’s Ad Awareness score improved the most amongst 18- to 34-year-old British consumers - from 11% on 1 March 2023 to 20% on 15 March 2023. While the score rose marginally amongst 35- to 54-year-olds (from 8% to 9%), it grew two percentage points amongst respondents aged 55 years and above (4% from 2%), within the observation period.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Nando’s AD Awareness score is based on the question: Which of the following restaurants have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 584/552 GB adults between 15 February 2023 and 15 March 2023. Figures are based on a one-week moving average. Learn more about BrandIndex.

Photo by Samuel Regan-Asante on Unsplash