Santam and Nando's: An advertising narrative of local humour, local conflict, local co-branding

In 2011 South African short term insurer Santam (Santam Ltd.) put in place an advertising initiative that illustrates the power of a humorous brand narrative effected in conjunction with another brand. In this case, it is the South African arm of Nando's (Nando's Chickenland Ltd.), a fast...

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Published in: Communicatio Vol. 41; no. 4; pp. 506 - 522
Main Author: Irwin, Ronald
Format: Journal Article
Language: English
Afrikaans
Published: South Africa Routledge 10-02-2015
Routledge, Taylor & Francis Group
Taylor & Francis Ltd
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Summary: In 2011 South African short term insurer Santam (Santam Ltd.) put in place an advertising initiative that illustrates the power of a humorous brand narrative effected in conjunction with another brand. In this case, it is the South African arm of Nando's (Nando's Chickenland Ltd.), a fast food restaurant chain specialising in Portuguese-themed chicken dishes that rely heavily on peri-peri spices. The two well-known brands aired a series of five commercials on television and the Internet, trading good-humoured jibes centred around the value proposition of each company's offering. The resultant rise in social media viewership and consumer engagement was notable and illustrates the efficacy of a cobranded narrative run over numerous media platforms; in this case radio, television, social media, print and the Internet.
ISSN: 0250-0167
1753-5379
DOI: 10.1080/02500167.2015.1117503