Nando's hands digital biz to Blugrapes

This win comes after a closed-door pitch in October involving several agencies, which would include all social media channels for Nando’s such as Twitter, Facebook and Tumblr.

The digital marketing agency will be responsible for all related social media consulting and management duties such as strategy development, content creation, brand persona development, conversation management, media buying and application development.

The year-end campaign will kick off on 1 December.

Fanny Chai, regional marketing manager at Nando’s, said the partnership would bring social media savvy and expertise to its marketing mix.

“We look forward to the campaign that leverages on social media together with their mobile experience. Without giving too much away, we’re confident that our year-end campaign will be both engaging and exciting for our friends and fans,” she added.

Natasha Zhao, lead consultant at Blugrapes, meanwhile noted that it is increasingly important for social media to integrate seamlessly with the rest of the marketing mix, in tandem with the traditional channels.

“We're pleased to be working with such an exciting and fun brand as Nando's on an integrated social media strategy for their year-end campaign. We aim to bring Nando's to new heights in consumer engagement and brand affinity through the power of new media.”