Nandos turns up the heat in largest geo-targeted campaign in cinemas this week via Val Morgan

Nandos has partnered with Val Morgan to entice consumers through the largest localised national cinema campaign yet.

With 1 in 5 typically eating out immediately after seeing a movie, Nando’s have capitalised on the opportunity to reach consumers in the right place and at the right time, making cinema a perfect choice for the latest Nando’s campaign.

To create a personal connection with their audience Nando’s have added a localised message to their national creative which creates relevance for the audience and drives immediacy. Val Morgan’s Brandfit Production team created a series of graphic based tags to run straight off the Nando’s creative.

Says Ian Czencz, head of strategy at Match Media: “Cinema plays an important part in our overall Nando’s ‘video’ strategy. Whilst the current campaign is in essence a ‘brand’ communication showcasing the unique Nando’s dine in experience, we felt the cinema tags were a great natural extension to our ads giving them an ‘actionable’ sting. Both cinema and dining are inherently social, so a great context to bring the two elements together.”

Says Philipa Murphy, Val Morgan Brandfit Productions manager: “The Nando’s campaign is the largest localization of any campaign we have ever undertaken, with each ad tagged with details of the nearest Nando’s restaurant. This is a great example of how digital is changing how advertisers can use cinema, with the ease and speed of production and the huge reduction in production costs opening up fantastic opportunities for brands to tailor and adapt their messages.”

The Nando’s geographically tagged ads hit cinemas nationally this week and will run alongside multiple creative across the year. Nando’s will also be offering deals on the mySmartShop app, tailored to within a 5 km radius of stores and targeting geographically with Val Morgan outdoor’s network of digital panels.