Getting it right: Nando’s

One of the best examples of a brand getting 'controversial' advertising right is Nando’s. What’s curious about this brand is that while it doesn’t shy away from controversial topics, it generally isn’t perceived as a controversial brand.

This is because, although bold and opinionated, Nando’s doesn’t directly align itself with any political movements. Rather, it comments on broader societal issues in a way that generally echoes the sentiment of the majority – in a humorous way.

Although the brand has cultivated a strong identity within South Africa through its clever use of uniquely local humour, it has also managed to successfully expand this identity internationally, reaping the rewards of one successful ad campaign after another.

The playful image that Nando’s has established for itself also contributes to effective word-of-mouth exposure, such as in the case of the 'Cheeky Nando's' meme, which garnered millions of views and tons of engagement online.

Because the brand doesn’t appear to take itself too seriously, this viral 'campaign', which was created entirely by a third party, spread organically. This meme worked because Nando’s is, in fact, a cheeky brand whose witty ads are a huge part of its identity.

More recently, several Nando’s branches in Washington, DC participated in a campaign for Nando’s USA, titled 'Everyone Is Welcome', around the time of Donald Trump’s inauguration.

Though this was a less humorous campaign, it appeared sincere and garnered a lot of support from American consumers. Although many news outlets stated that the campaign was a comment on Donald Trump, this wasn’t stated explicitly.

Rather, focus was placed on the positive message of acceptance and inclusion.

Nando’s has built a cheeky but lovable identity for itself by making risky advertising choices which usually pay off. The company expresses clear opinions and pokes fun at often-serious societal and political issues. However, it does so strategically and tastefully.

Getting it wrong: Chick-fil-A

Many companies mistake thoughtful commentary for carelessly throwing opinions out into the open and, as you might imagine, this often falls flat.

Take, for example, American fast food chain Chick-fil-A’s 2012 controversy, which involved the company’s chief operating officer, Dan Cathy, giving his two cents on the topic of gay marriage.

Note that the issue here wasn’t so much that Cathy had a controversial opinion, so much so as the message being:
  • dry and humourless in its delivery, and
  • not reflecting a broader public sentiment.
While the comment did reflect the sentiment of some people and gained support here and there, it was ultimately divisive and alienating in its nature, which negatively affected the company’s image in the long run.

Chick-fil-A ended up issuing an apology due to the backlash, but much of the damage was already done. The move tremendously backfired and the company’s name is being dragged into messy political debates to this day. 

A few takeaways (excuse the pun)

  • Many companies shy away from commentary, which is understandable since they don’t want to alienate any potential customers. This means that it’s a technique that is used rarely, so it’s sure to stand out
  • If the commentary is presented in a humorous way, it can create an image of relatability and give the brand a down-to-earth disposition (as seen in the case of Nando’s)
  • Social commentary in advertising requires heightened awareness about current trends and culture, and mindfulness of current discourse. It’s good to remember that commentary works best when coupled with a sincere, lovable brand, and
  • Once a brand decides to go for a bold image – whether it's being opinionated, controversial or "cheeky" – that image will most likely be there to stay, long after the campaign is over.
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Image courtesy of Nick Youngson, under this license.