People love their Nando’s PERi-PERi sauce, but with rising copycats from competitors, we needed to raise awareness on what makes the chilies in our sauce so special. Problem is, how can we interest the youth when attention spans are getting shorter and shorter?

We created an interactive storybook about a mighty, mini PERi-PERi chili warrior, that brought the fiery heart, soul, and spirit of Nando’s to life. Targeting our audience with youth-friendly illustrations where they spend time most – their mobiles, through an FB Instant Experience*, designed for mobiles.

How it works:

1. Targeted users click on the FB ad to launch the Instant Experience.

2. Swipe to read or tilt to view 180-degree scenes.

3. Click end link to find out more on Nando's website.

*Note: Please view with FB Mobile App or scan QR code on case boards, as this is a mobile-only platform.

URL: https://www.facebook.com/115410151325/posts/10156117735236326/?d=n

To appeal to the youth, the story was told through bite-sized sentences with eye-catching visuals, encouraging readers to swipe from one frame to the next in a seamless storytelling experience.

First, we decided on an illustration style in line with Nando’s branding, inspired by the iconic Nando’s ‘dancing font’, and its beautiful South African roots. To bring out the fiery taste of PERi-PERi, the Mighty PERi-PERi chili was illustrated with sparks of flames in its eyes and fiery South African tribal tattoos in patterns across its face.

Throughout the storytelling, we further brought the fiery spirit of Nando’s to life in lush red and orange hues, with bold strokes that symbolised its bold flavours, and fierce expressions to convey the fire and passion that goes into every bite of our PERi-PERi chilies. Weaving in elements that make it uniquely Nando's, from flame-headed chickens to South African-inspired tribal patterns.

How did we bring this to life? First, we scamped it out on paper, weaving in elements of interactivity into the scenes. It was digitally illustrated on Procreate with an iPad and Pencil. The composition was set in Photoshop, and the typography added in Illustrator. To fire up the heat, the final design was enhanced with accents of animation.

To reach out to our audience, it was uploaded as a targeted Instant Experience on Facebook with interactive cues, such as tilting to view 180-degree scenes, for a subtle more immersive storytelling experience. Then, targeted based on age, profile, and interest, and boosted twice throughout the campaign.

The illustration took 2 weeks. The animation took 3 days. And the entire process including client feedback took 1 ½ months.