March 2nd 2022

Nando’s skewers COVID anti-vaxxers in marketing campaign for new app
Brand has a long history of using advertising and satire to express its values and take on key social issues

WASHINGTON, DC -- Nando’s PERi-PERi, the South African chicken restaurant known for its provocative advertising that takes aim at contemporary social issues, is at it again. On March 1, 2022, Nando’s launches its “Don’t be an Anti-Apper” marketing campaign to skewer anti-vaxxers who don’t trust the science behind the life-saving COVID-19 vaccines.

Nando’s new “Anti-Apper” campaign pokes fun at science disbelievers, fake-news proponents, and other conspiracy theorists by stating that--like refusing to get the vaccine--not downloading  Nando’s new app is illogical.

Nando’s “Anti-Apper” marketing campaign will include social media ads and posts, parody videos, and in-store signs and placards. Some sample ad copy:

  • "I ordered Nando’s directly from my phone once, but I realized no one has studied the side effects,” Rob says

  • "I don’t want the Nando’s app on my phone and sure as hell don’t want my phone implanted with 5G!” Lindsay says

  • “Could apps on a phone make a guy impotent?” Shana asks, as her boyfriend looks on

The ads conclude with: “Don’t be an Anti-Apper. Download the Nando’s app. It’s good for you.”

“Nando’s was born in South Africa during Apartheid and we have a long and proud history of speaking out on social issues that are dear to us, including racial equality and diversity,” said Sepanta Bagherpour, Chief Brand Officer at Nando's PERi-PERi North America. “We also believe firmly in science and are using humor to educate, not to divide. Get vaccinated, people.”

The new Nando’s app rewards customers with loyalty points on every purchase, lowest delivery costs, ability to skip the line, and exclusive offers.

A Long History of Social Satire

For years, Nando’s has boldly expressed its values, often through satire. In 2017, days before the Trump inauguration, Nando’s launched its “Everyone is Welcome” campaign. The company distributed thousands of free posters and installed large window signs in all of its D.C. restaurants expressing love for immigrants, gays, and Muslims. In the US, Nando’s also has taken on other third-rail issues of the day.

In South Africa, Nando’s ads have taken on corruption, censorship, and xenophobia--not normal subjects for play-it-safe brands. One infamous ad lampooned African strongman Robert Mugabe reliving the good old days with dictators Saddam Hussein, Muammar Gaddafi, and others.

About Nando’s PERi-PERi:

The first Nando’s restaurant opened its doors in 1987 in Johannesburg, South Africa. Since then, the Nando’s flame has spread to 24 countries on five continents. Nando’s is known worldwide for its succulent PERi-PERi chicken, marinated for 24 hours, flame-grilled to perfection, and basted to the customer’s preferred flavor and spice. It’s equally renowned for its spicy PERi-PERi, the Bird’s Eye chilli pepper that indigenous Africans introduced to the Portuguese centuries ago. Nando’s PERi-PERi made its U.S. debut in 2008 with the opening of its first location in Washington, D.C., and now operates 43 restaurants in and around Virginia, Maryland, Washington, and Chicago.

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