Nando's ad campaign boosts brand awareness

Piri-piri restaurant chain Nando’s launched a new brand platform and national campaign on 1 March 2023 titled 'This Must Be The Place'. The campaign includes a one-minute film and the brand’s first sonic logo. Running across TV, broadcaster video on-demand, cinema, OOH and social media and radio, it is the restaurant’s first national campaign since 2020.

YouGov has looked into whether the launch impacted the restaurant chain’s Ad Awareness score, which tracks whether the public are taking note of brand advertising.

According to YouGov BrandIndex, which tracks consumer sentiment towards thousands of brands daily, Nando’s Ad Awareness score among the general British public has increased since the campaign's launch. The score grew from 7% on 1 March 2023 to 11% on 15 March 2023, up by 4 percentage points.

While the brand’s Ad Awareness score amongst all British adults has recorded an uptick, YouGov also looked at how the campaign has performed across age groups – 18–34-year-olds, 35–54-year-olds and those aged 55 years and above.

BrandIndex data shows that Nando’s Ad Awareness score improved the most amongst 18- to 34-year-old British consumers, from 11% on 1 March 2023 to 20% on 15 March 2023. While the score rose marginally amongst 35- to 54-year-olds (from 8% to 9%), it grew two percentage points amongst respondents aged 55 years and above (4% from 2%), within the observation period.  

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