Nando’s built its brand on being ‘local and lo-fi’. This quickly built a cult fan-base of young chicken lovers. So how did we convince them to sign up to hear from ‘central marketing’? We wrapped a conventional loyalty programme in an unconventional way, to launch a programme that fits with the brand’s spit’n’sawdust approach.
The card carrier for the new Nando's Card.
Launching the world's first 'lickable, clickable, un-nickable' loyalty card - a celebration of the sillier benefits of switching from paper to plastic.
The new chilli wheel and reward mechanic.
Posters teasing the launch of the new, plastic card.
Posters encouraging the migration from paper to plastic.
Just some of the social activity in Vine, Twitter and Facebook.
A few of the 3,500 #nandoscard selfies that were shared without prompting in launch week.
The first email sent to new cardholders.
An example of an email from the ongoing programme.
The item was added to the cart
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