AnalogFolk plucks brief for digital overhaul at Nando’s

nando'sRestaurant chain Nando’s is continuing to ramp up its digital strategy amid plans to launch an e-commerce and customer engagement platform to get closer to fans of its grilled chicken dishes.
The company has appointed AnalogFolk to spearhead the new initiative, after running the pitch inhouse. The agency beat Dare and AKQA to the account, with The Observatory International drawing up the initial shortlist.
The agency recently launched a new data offering, called AnalogFolk DNA, hiring former Havas Helia duo Ben Silcox and Mark Barry to lead the unit.
The move by Nando’s is part of wider changes brought in by head of brand communications Kev McFadyen. He joined the company last year from O2, where he was head of marcomms strategy and planning.
Soon after, McFadyen revamped Nando’s UK marketing towards more of an editorial strategy, refocusing on programmatic, social and content by hiring content marketing agency Adjust Your Set. The account was previously handled by 18 Feet & Rising.
Founded in 1987, Nando’s operates about 1,000 outlets in 30 countries; it opened its first UK restaurant in 1992 and now has over 280 branches.

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