OUR CHALLENGE

Nando’s has enjoyed extraordinary growth, even through the high-street downturn. Much of this is attributed to its hand-stamped loyalty card, which earned them countless BFFs. But then along came the burgers. GBK, Byron, Five Guys, Honest and more hit the high street – and hit Nando’s share. Suddenly, Nando’s was one of many.

Unfortunately, the Nando’s card, so successful as a mechanic, was fundamentally flawed. This untracked, offline system told Nando’s nothing about its customers. Nando’s customer database was a paltry 50,000 records – many without up-to-date opt-ins.

To retain its hard-won customers, Nando’s needed to understand their behaviours – and begin meaningful conversations with them.

CREATING RELATIONSHIPS WORTH HAVING FOR NANDOS: BFF AND BACK AGAIN

We relaunched Nando’s card as an app and trackable plastic card. In keeping with the irreverent spirit of Nando’s, we launched the new card as being “clickable, lickable and unnickable”. In a campaign that celebrated plastic’s superiority over paper, we hit the mark.

Here was a card customers could track on their phone. And unlike its paper predecessor, if the card was lost its collected rewards were still safe. If a BFF is someone you keep in touch with and see often, we’ve certainly restored that status.