Create an anti-hero character named Fred the Chicken, a Nando’s reject and subsequent leader of the Chicken Power organization to fight chicken discrimination. Creating a character makes for richer grounds for conversation in an age of interaction. Fred becomes a stimulus for people to seek out, engage and interact with across all mediums. Campaign roll-out:Phase 1 of the campaign began with Nando's corporate ads announcing its arrival. Print, fliers, posters, web, direct mailer. Phase 2 of the campaign was when Fred was introduced off line in an aggressive attempt to drive people to his blog and build his user base on Facebook. Print, fliers, mall rallies, web, TV, radio. Phase 3 was the story of Fred's war against Nando's shown on blog's & Facebook.

Nando’s becomes an icon of Kuwaiti pop culture and the trendy youth hangout.The reason:8,000 unique Kuwaiti visits (1% of total Kuwait online population) Average time spent on blog: +7 minutes per visitAverage Frequency of visits: 4+50,000USD free PR for Nando’s +70 Incoming links+1000 facebook members