Nando's Malaysia caused a stir over the weekend when it took a dig at McDonald's Malaysia for its new Portuguese Chicken Burger. The jab eventually turned into an online banter between the two brands, much to the delight of netizens.
In a statement to A+M, Nando's marketing director Chai Hui Fung said the Nando's personality, as a brand, has always been to always get involved in conversations that are relevant to the brand and its consumers.
"We first noticed McDonald's teaser ad for the new product with a tagline saying made from piri-piri. As a brand with 'Peri-Peri' or rather African bird’s eye chilli as its core product and USP, we felt that this was a good opportunity to remind the public of who we are," Chai said. She added that its brand values guide them in any and every piece of communication it publishes. Chai explained that Nando's is a brand with a dual personality for being both fiery and caring. She added:
We’re always up for a little fun but we never put others down. We’re a brand that’s content at laughing at ourselves and having fun.
While an increase in sales would be great, Chai said that is not its ultimate aim as Nando's thrives on creating buzz and engaging with fans. "It gives us an opportunity to create and strengthen the emotional connection with our customers and build brand love," she added.
According to Chai, McDonald's new product launch coincides with phase two of its "This is Nando's Peri-Peri" campaign which was first launched last year. The upcoming branding campaign will focus on its South African heritage and increase awareness about its farmers as well as the origin of Nando's sauce. Done in collaboration with TBWA, the campaign will run for two months.
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(GIF courtesy: Nando's)