Nando’s takes off dating site ads as it looks to push chilli sauce range

Nando’s Grocery Australia has launched eight new ads pastiching the typical dating site advert with a range of unusual characters confessing their secrets about new site

The new online ads will start running from today and feature eight quirky characters explaining how they found their perfect heat match, with the campaign aiming to move the idea of chilli sauces away from the how hot can you handle approach tp focus on flavour.

Marketing manager Tim Patton said: ““The chilli segment has traditionally been driven by heat, burn and a ‘come and try me if you dare’ approach. “We’ve taken the idea of modern day match-making and developed a campaign to help people fall in love with peri-peri.

“It’s not about alienating chilli users or non-users, it’s about meaningful mealtime connections and finding your perfect match.”

“Arming shoppers with a little more information on heat levels and how to use our sauces will help them decide whether they’re a peri-peri beginner like Terrance and Tracey, or fiery heat seekers like Hazel and Emily who will go all the way to Extra Bloody Hot,” he added.

The ad campaign kicks off today through a concentrated online campaign across catch up TV, digital pre-rolls and Facebook, while the where consumers can read heat profiles.

The campaign also stretches into supermarket territory with a bottle necktag offering customers who don’t find their perfect match a money back guarantee.

The ads:

Tracey: Mum of three, President of P&C

Ben: Accountant and Zumba Instructor

Cheryl: Founder of Chezza’s Beauty

Bruce: Plumber and pie eating champion

Tobias: Barrista and part time beard model

Emily: Librarian and sky diving enthusiast

Hazel: President Boggabri Bowling Club


Nando’s Grocery Australia

Managing Director – Laurence Morris

Marketing Manager – Tim Paton

Marketing Executive – Stefani Dethan


Executive Creative Director – Jane Eakin


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