2021 Winner

CASE SUMMARY

Insight & Strategy

On the heels of the Toronto Raptors 2019 NBA Championship win, Pascal Siakam, or “Spicy P” was bringing the heat on the court, so much so that fans flooded the internet begging for a Spicy P hot sauce. Nando’s saw this growing demand and wanted to give fans what they were asking for. For the first time in the brand’s history, Nando’s created a limited-edition bottle of well-known PERi-PERi sauce in partnership with Pascal “Spicy P” Siakam and called it Spicy P(ERi-PERi) - an unexpected fusion of heat and hustle with a portion of proceeds going to Right to Play, Pascal’s favourite charity.

Execution

On February 13, the week of the NBA All Star Game, Nando’s Canada launched Spicy P(ERi-PERi), a limited edition line of PERi-PERi with Pascal “Spicy P” Siakam, featuring two bottles, Spicy P(ERi-PERi) Hot and Spicy P(ERi-PERi) Medium. To drive awareness and encourage trial, Nando’s leveraged a multi-pronged approach which included PR, paid social, in-store POS and a campaign landing page to flood Canadian news feeds and grocery stores with Spicy P(ERi-PERi)’s arrival.

On launch day, a national press release was distributed before a morning of 1:1 interviews with top broadcast media and hosted a private media and employee event at a local Nando’s. To capture attention on social media, Nando’s announced the hot sauce through a series of humorous and engaging videos featuring Pascal. These social videos were leveraged throughout the campaign on both Nando’s Canada and Pascal’s channels to drive the online conversation and encourage fans to get their hands on the Spicy P(ERi-PERi) heat.

To sustain the buzz and chatter both on and offline, Nando’s then delivered the heat to new and existing fans across Canada and surprised them with their own bottles which arrived in one-of-a-kind packaging.

Results

The Nando’s Spicy P(ERi-PERi) campaign was a resounding success that far exceeded KPIs in every category. The launch of Spicy P(ERi-PERi) went viral, resulting in 436 stories and 110 million impressions in Canada (including 86 million earned media impressions and 24 million social impressions). And it resulted in 4.5 million digital impressions with a 40% increase in social traffic.

Credits

Keri Ann Meslar, Brand Director at Nando’s PERi-PERi
Morgan Durham, Sales and Marketing Manager at Nando’s PERi-PERi
Lianne Pitts, Account Director at The Colony Project
Sinéad Breen, Account Manager at The Colony Project
Shehnila Sayeed, Senior Account Executive at The Colony Project
Corissa Miles, Account Executive at The Colony Project
Kristi Iannuzzi, Senior Account Executive at The Colony Project
Mina Jang, Executive Producer at Soda
Julian Weiman, Producer at Soda
Nick Hall-Wood, Director & Editor at Soda
Francois Mevel, French Director/ Assistant Director at Soda
Dustin Rivers, Director of Photography at Soda