Chicken restaurant chain Nando’s has hired the Quentin Bell
Organisation to spice up the launch of a new chilli sauce.
QBO will handle the launch of Nando’s Peri-Peri sauces, the restaurant
chain’s first retail product, which will be sold through supermarkets
across the country including Tesco, Safeway and Waitrose.
QBO will also work on the launch of new branches of the fast food
restaurant as part of a three-year plan to open up 50 new branches
across the UK.
QBO won the account, which has a budget of pounds 100,000, after a
competitive pitch against five other agencies including Lawson Dodd and
Nando’s PR was previously handled in-house by Peta Brown, a food
specialist who will be kept on board to help in product development.
Robby Enthoven, managing director of Nando’s, has called in an external
agency at this stage because ’the job changed and was no longer about
supporting restaurants locally, but about promoting the sauces round the
country to a national audience’.
QBO’s deputy managing director Shirley Hanley said: ’Our campaign will
focus on the true authenticity of Nando’s and Peri-Peri and we will work
on building the brand as the authentic taste of Portugal. We want
Peri-Peri sauce to be the latest discovery for food lovers.’
Nando’s has also appointed advertising agency Mustoe Merriman Herring
Levy to handle the launch advertising for Peri-Peri.