Nando’s PERi-PERi’s U.S. headquarters is located in Washington, D.C., and the brand has 27 restaurants in the city and surrounding region. Given the widespread employment of immigrants in the restaurant industry, Nando’s felt a duty to defend to stand up for its hard working employees. What’s more, 96% of the city opposed the new president and joined together in collective anxiety.

With Trump’s inauguration looming, we knew D.C. would draw a bevy of political activists and protesters holding conflicting perspectives. We wanted the concept to oppose toxic rhetoric and ease anxiety by asserting that Nando’s is, and always will be, a place where Everyone Is Welcome.

Ten days before inauguration, Nando’s installed full-window clings in all of its Washington, D.C. restaurants proclaiming

Nando’s PERi-PERi is an IMMIGRANT EMPLOYING, GAY LOVING, MUSLIM RESPECTING, EQUAL PAYING, MULTICULTURAL chicken restaurant where EVERYONE IS WELCOME.

The statement was placed on the counters of restaurants, on restaurant staff, on a custom website for download, and in the Washington Post Express—D.C.’s commuter newspaper with an average readership of 339,000—in the form of a full-page ad two weeks before inauguration.

Two days after the ad ran, we placed 60,0000 posters in the Express featuring our unbranded “Everyone Is Welcome” message, encouraging readers to display them in their windows during inauguration week to make it explicitly clear that “Everyone Is Welcome.”

- 122% increase in sales like for like, beating industry average by 76%

- $14.8 million earned media value.

- 8% increase of brand awareness.

- 35 million estimated reach.

- 11,000 unique visitors to the campaign website.

Moreover, the sentiment extended beyond the brand, letting the entire world know that Everyone Is Welcome.