Nando’s is a household name, and arguably the most beloved non-British, British icon. However, whilst millennials have a deeply established connection to the cheekiest chain restaurant on the high street, insight indicated that Gen Z were less engaged, and had little to no understanding of Nando’s as a brand.

To tackle this, Nando’s briefed six agencies to respond with a strategy for reinvigorating their TikTok, growing their following and crucially, building engagement with users. We won the pitch on the strength of my creative strategy paired with the outstanding content developed by our in-house creators.

In the four months between winning the account and EOY 2023, we grew the following by 16,890, a 252% increase on follower growth across the four months prior. Aa a result we reached 142% more accounts, 8,176,459, and increased engagements by 556%. Most importantly, we hit the target demographic, with 74.8% of our engagements coming from users aged 18-24.