Nando’s re-sauce-itates bland food with new Peri-Medics campaign launch via 1000heads

With the aim of re-sauce-itating bland food around Australia, Nando’s Grocery Australia has teamed with word of Mouth agency 1000heads, to launch a Nando’s crack team of PERi-Medics. The food re-sauce-itation specialists are visiting lunchrooms, and administering emergency relief to bland meals during office lunchtimes.

This ‘at your office’ experimental campaign kicks off with the PERi-Medics team arriving in an ambulance with a stretcher full of sauces to perform triages on afflicted lunches.

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By assessing blandness, checking for severe plain and dealing with all sorts of food in need of help, the PERi-medics administer food re-sauce-itation to affected meals. Along with sampling, a series of games are played to encourage interaction on and offline as well as performing the induction of a new PERi-Medic at each office.

Upon exit, the PERi-Medic team leaves behind an emergency re-sauce-itation chart, vouchers and countless bottles of Peri-Peri to be used at the office.

Says Tim Paton, marketing manager, Nando’s Grocery Australia: “The PERi-Medic execution is a highly visual event that naturally inspires photo sharing, online conversations as well as referrals and recommendations.”

The campaign is also backed by a social media strategy, PR, minimal online advertising as well as spoof job ads across a series of local and metropolitan newspapers. The spoof ads cheekily call for brave hearted souls who wish to save their offices by becoming an authorised PERi-Medic.

As part of the launch in Sydney 1000heads and the PERi-medic team have visited the Optus headquarters in Macquarie Park, as well as Komatsu Australia in Fairfield. Already they have rescued over 100 workers whose lunches required urgent PERi-aid. Before the end of May, the team will be visiting Austereo broadcast studios as well as Hub Sydney, a creative and entrepreneurial space in Darlinghurst.

Registrations for office rescues are now open at www.perimedics.com.au and have been coming in from all over the country Nando’s will begin rolling out the campaign through Australia’s capital cities in the months to come.

Says Lena Habkouk, account director, 1000heads: “We designed the campaign to allow people to experience the transformation of their own ordinary lunches first hand.

“Reading a recipe card can only go so far. Having the ingredients at hand makes a product trial a lot easier. Through the use of a creative execution we are able to provide a sampling environment that not only gets the product in the hands of consumers, it provides a fun and memorable experience – which encourages word of mouth sharing.”