To create consumer awareness of the launch of its new Espatada, Nando’s enlisted mall advertising specialist Primall Media, a subsidiary of the innovative new-media business, Primedia Unlimited. Primall Media implemented creative using its ‘Parking Boom Entry Point’ medium at key shopping centres around the country. The Mediashop was the media agency involved.

Primall Media executed advertising introducing Nando’s new Espatada on parking booms at the entrances of Eastgate, The Zone @ Rosebank and Menlyn, Gauteng; The Pavilion, Midlands Mall, Gateway and La Lucia, Kwa-Zulu Natal; Greenacres and Canal Walk in the Western Cape. The campaign, which launched in late August, will run until 25 September. Other campaign elements include consumer promotions, television commercials, print and radio advertising.

"Primall Media was looking to grow market share for the Nando’s brand and what better way to prompt purchase than while people are shopping?