Nando’s ‘Peri Thread Book’

Fast-casual outlet Nando’s might be most famous for it’s flame-grilled Portuguese chicken, but the heart and soul of the brand is actually its unique PERi-PERi chilli spice. To make PERi-PERi part of every store and employee’s life, Nando’s invented PERi-thread. A unique cotton yarn infused with actual PERi-PERi spice. As a symbol of the spice that binds everyone in the Nando’s together, it was woven into merchandising, clothes and furniture in every store. We were briefed to announce this innovation by direct mail to key management, shareholders and media partners in an innovative way.

Background

Describe the creative idea

We created the PERi-book. A book entirely infused with this unusual thread. The book tells the story of PERi-PERi and its evolution into a world-first innovation. A thread not only infused with this remarkable spice, but also with the powerful symbolism behind it. From the first page to the last, each artwork in the book was interwoven with actual PERi-thread, turning flat illustrations into three-dimensional patterns connected by a single thread throughout the entire book.

Describe the strategy

As Peri-Peri is integral and part of Nando’s DNA, the strategy was to create a communication piece taking these values closely into consideration. We created the PERi-book to announce the Peri Thread innovation. A book entirely infused with this unusual thread. The book tells the story of PERi-PERi and its evolution into a world-first innovation. A thread not only infused with this remarkable spice, but also with the powerful symbolism behind it.

Describe the execution

List the results

We sent PERi-books to key management, shareholders and media partners in every key market around the world. As a beautiful symbol of the spice that binds the global Nando’s family together, the PERi-book successfully shared this unique innovation with key stakeholders in a highly memorable way.