Nando’s is known as the nation’s firebrand. Over its 30 year history it has won the hearts of consumers by firing up conversation and rallying action around issues of importance to the people. This is how it remains the nation’s most loved grilled chicken brand.

#rightmyname took the red line that appears under non-traditional English names in Spellcheck and turned it in to the centerpiece of a campaign that mobilized the people of South Africa to remove the red line from under the names by updating their dictionaries.

By providing people with a platform to discuss what the red line means to them as well as the tools to solve the problem the campaign ensured that people, not the brand, were at the centre of communication.

It was a basic technical solve that had a fundamental impact on people and their identities as South Africans.

Nando’s relies on PR to drive brand exposure by firing up topical conversations that connect with South African audiences.

The campaign targeted social media influencers who aren’t afraid to share their voice on key issues as well as fans of the brand to spread the message.

Because of the newsworthy nature of the idea Nando’s ran a full page ad in the country’s leading newspaper, the Sunday Times, to drive further engagement. Because of the campaigns topical nature the same newspaper took the idea further and in a media first used their editorial content to drive home the message of #rightmyname by underlining all the African names in the first two pages of the newspaper.

A simple mix of a print news title and targeted social media activity led to 53 million impressions and 70,000 names being submitted over a short two month campaign period.

• 70 000+ unique names

• 53 million impressions (91% consumer generated)

• R 5.4 mil in PR

• 23% spike in positive brand sentiment generated by the campaign