“We need to attract 411 managers this year.” That’s the kind of challenge we love, and it needed a strategically focused and creatively cost effective solution. So that’s what we did. We showed prospective candidates that you don’t just get to run a restaurant as a manager at Nando’s, you get to run a business.
As well as a print campaign that appeared in trade publications and local media, we targeted the restaurant environment. From the point of sale matchsticks, Nandocas in campaign t-shirts and branded PERi-PERi chicken, we wanted to ensure the message was subtle, but raised awareness of management opportunities in a fun, cheeky and innovative Nando’s way.
It wasn’t just prospective candidates who started bringing the heat. The matchsticks, which were actually a ‘grow your own chilli plant kit’, also engaged current employees. Those in both the restaurants and Central Support (the Nando’s head office) took part in their own internal competitions to grow the best (and hottest) chilli plant.