With a limited budget our job was to stand out during a time when all conversations were about food. We needed to make a connection with the public in a way that would stand out and remain memorable. Our idea was to capitalize on the things that characterize Nando’s-delicious, spicy food and an irreverent attitude. So we decided to include ourselves in the public spaces that counted, making our posters useful and quirky. By creating posters that could actually light matches we took a common metaphor for spice and actually brought it to life. We specifically chose a graphical style that was instantly recognizable, i.e. the same pattern of a matchbox striking surface, because people saw it and knew what to do. It was an irresistible invitation to light matches, like popping bubble wrap. And in that one action of striking a match people knew exactly what Nando’s was about.

We created a special series of posters using the items right off the Nando’s menu. We took pictures of the dishes and then converted them in to simplified graphics. The graphic style that was chosen was unique and instantly recognizable-exactly like the striking surface seen on matchboxes. This was done so that people would be curious enough to try and light a match off the poster without actually having to be told to. The graphics themselves were screen printed with special ink made with red phosphorus, powdered glass and glue, a mixture that’s used in making the striking surface for matchboxes. Every time someone struck a match against the graphics it would light up, giving them a real look at the fiery hot menu from Nando’s.

By choosing to tactically speak to foodies during the food festival, Nando’s saw an increase in footfalls by 9% for the period. In a market where people love chicken, especially fried chicken, Nando’s managed to turn heads and get people to dig into their flame grilled menu; a healthier food option. Sales increased by 17% during the food festival, a huge success considering the only thing the city was talking about, was food. Consumers found a whole new menu to explore during the food festival and most importantly Nando’s was able to capitalize on period of time when food is king. They even saw an increase in delivery orders by 30% driving people to try something tasty and healthy.