Johannesburg - After a hotly contested pitch, Nando’s on Wednesday said Timesquare would join its consortium of agencies as its new below-the-line creative agency.
The South African peri-peri chicken outlet said Timesquare would be responsible for below-the-line activities and designs that contributed to creatively differentiating the Nando’s brand.
Timesquare is a creative agency that services many reputable companies in South Africa across the FMCG (fast moving consumer goods), pharmaceutical, automotive and corporate sectors.
The agency won the pitch, which is currently rolling out across the country, by creating a Nando’s Ramadaan campaign that punted food to fasting Muslims over the holy month of Ramadaan.
Timesquare would now service the below-the-line needs of over 300 Nando’s restaurants across eight southern African regions.
Unlike mass media advertising to promote brands and reach out to the target consumers, below-the-line advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, and on the roads through banners and placards.
Timesquare Managing Director Mike Kane-Smith in a statement said they were thrilled with the win and the opportunity to work on this iconic South African brand.
“We work hard to deliver quick-thinking, fast turnaround for our clients without compromising on our high standards of design. We’re delighted to have been chosen to provide the same to Nando’s and to be firing it up with their other respected agency partners,” Kane-Smith said.
“The reception from Nando’s has been amazing and we’re really looking forward to collaborating with other agencies in taking the brand to new heights.”
Doug Place, the chief marketing officer for Nando’s, congratulated and welcomed Timesquare to the chicken grill.
“At the heart of the Nando’s brand lies a deep, fiery passion for excellence and quality. Nando’s believes Timesquare will be a cardinal asset in attaining this aspiration,” Place said.
ANA