Nando's Chicken Had to Borrow a 33-foot Mango for Its New Recipe
Janelle Savel — March 25, 2014 — Marketing
References: theguardian & adweek
In Australia, Nando's Chicken chain was responsible for a cheeky marketing stunt involving a missing 33-foot mango from the town of Bowen.
When the three-storey, 10-tonne fruit statue went missing, tourists and citizens were confused over how a giant statue could have just disappeared overnight. People took to Twitter, and other social media sources, and soon enough news stations around the world were covering the suspicious story of the missing mango.
A few weeks later, Nando's claimed responsibility for stealing the fruit for its new mango and lime chicken recipe. The stunt was said to be beneficial in promoting work for mango farmers, and it was also beneficial in promoting the small town of Bowen, where tourists ending up flocking to see it. Furthermore, Nando's made a replica mango in the heart of Melbourne and introduced its new menu option to pedestrians, who appeared to have enjoyed both the marketing stunt and the new menu option. This stunt caused global attention and created online memes, which resulted in a lot of positive and free advertising for Nando's.
When the three-storey, 10-tonne fruit statue went missing, tourists and citizens were confused over how a giant statue could have just disappeared overnight. People took to Twitter, and other social media sources, and soon enough news stations around the world were covering the suspicious story of the missing mango.
A few weeks later, Nando's claimed responsibility for stealing the fruit for its new mango and lime chicken recipe. The stunt was said to be beneficial in promoting work for mango farmers, and it was also beneficial in promoting the small town of Bowen, where tourists ending up flocking to see it. Furthermore, Nando's made a replica mango in the heart of Melbourne and introduced its new menu option to pedestrians, who appeared to have enjoyed both the marketing stunt and the new menu option. This stunt caused global attention and created online memes, which resulted in a lot of positive and free advertising for Nando's.
Trend Themes
1. Cheeky Marketing Stunts - Opportunity to create attention-grabbing and memorable marketing campaigns that generate buzz and positive publicity.
2. Social Media Virality - Possibility to leverage social media platforms to create viral content that reaches a global audience and generates organic engagement.
3. Local Tourism Promotion - Potential to utilize unique initiatives and collaborations to attract tourists to small towns and promote local businesses.
Industry Implications
1. Fast Food - Innovative marketing strategies and promotions can help fast food chains stand out in a competitive market and increase customer engagement.
2. Tourism - Exploring creative marketing tactics can help tourism industries boost visitor numbers and showcase hidden gems in local destinations.
3. Food and Beverage - Opportunity for food and beverage companies to develop creative marketing campaigns that enhance brand awareness and promote new menu options.
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