DIg In Case Study
Nando’s – Engaging University Students with Perinaise
industry
Restaurant & Food (Sauces & Condiments)Target Audience
University students, new city arrivalsThe Challenge:
Nando’s sought to engage with university students arriving in a new city, aiming to drive footfall to their restaurants and encourage students to try their Perinaise sauces—a popular addition to their food offerings. The challenge was to create an impactful campaign that would effectively introduce the product to students and drive immediate trial and visits to Nando’s restaurants.
The Solution:
To kick off the university experience, Nando’s partnered with DigIn to distribute samples of their Perinaise sauces along with restaurant vouchers. The goal was to provide students with a free trial of the sauces, alongside an incentive to visit the restaurant and experience Nando’s full menu. By introducing the product at a time when students were settling into their new environment, the campaign ensured that Perinaise was part of their early university experiences.
The Results:
- Product Sampling Reach: Over 400,000 Perinaise sauce samples were delivered to students, ensuring significant exposure for the brand.
- Voucher Redemption: A total of 30,300 restaurant vouchers were redeemed over the course of the 2-month period, driving visits to Nando’s restaurants and encouraging students to try new menu items alongside the Perinaise sauces.
- Redemption Rate: The campaign achieved a solid 7.5% redemption rate, a strong indicator of engagement and success in converting product samples into real-world restaurant visits.
Conclusion:
The Nando’s campaign successfully introduced Perinaise sauces to university students, generating significant product trial and driving footfall to Nando’s restaurants. By combining free samples with restaurant vouchers, the campaign not only boosted student engagement but also created memorable brand experiences, setting the stage for continued brand loyalty among university students.
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