The regular editorial contributors of the leading marketing magazine: Advantage, they are well known personalities - the idea was to use them to leverage the concept of Nando's "Craving". The editor allowed us to use space running four consecutive ads saying “so an where the contributors picture would traditionally appear, so was not available at time of publication”, and the last saying “The Craving has spoken”. This gave the impression that the contributors were at Nando’s satisfying their Craving, implying endorsement of the brand by well known personalities.

The magazine usage was a first in South Africa. It stood out and produced debate amongst consumers. The space was not traditionally for sale however, the editor loved the idea so much, he charged us the equivalent of a quarter page, for five pages of exposure. Sales exceeded targets over the corresponding promotional period.