Turning Nando’s into the hottest coop in the Loop
Nando’s Peri-Peri had a long history of bold advertising that took political stances. With travel bans, abortion rights, and xenophobia in the news, the South African chicken joint wanted to make a name for itself by taking a stand as it expanded to Chicago. We were tasked with generating hype and driving awareness as they prepared to open their Michigan Avenue location.
The “Rage Against The Routine,” campaign leaned into the political moment and invited fried-chicken-loving Chicagoans to embrace freedom and openness by trying something new. We drove awareness and foot traffic with a CTA takeover that transformed a train car into a moving “Chicken Coop-on,” and partnered with Chance the Rapper and his charity, SocialWorks, for a Grand Opening Event that raised money for Chicago Public Schools.
The result? Lines were around the block hours before the event kicked off. Chance stopped by to serve up some chicken, and over the next three days Nando’s donated 100% of its proceeds to Chicago Public Schools. The event and takeover helped Nando’s get off to a hot start as ABC, Fox, CBS, Eater, QSR Magazine, Chicago Business Journal, DNA Info, and other news outlets picked up the story.
Project Roles:
Copywriter, Concept
Agency: Havas Chicago
We teamed up with Chance The Rapper to raise money for Chicago Public Schools at the Nando’s opening event, covered by CBS Chicago.
We drove neighborhood awareness by transforming a CTA car into a mobile “coop-on,” complete with peel-off offers.
