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Title:Santam and Nando's: an advertising narrative of local humour, local conflict, local co-branding
Author:Irwin, Ronald
Year:2015
Periodical:Communicatio: South African journal for communication theory and research (ISSN 1753-5379)
Volume:41
Issue:4
Pages:506-522
Language:English
Geographic term:South Africa
Subjects:advertising
insurance
restaurants
humour
mass media
social media
Link:https://doi.org/10.1080/02500167.2015.1117503
Abstract:In 2011 in South Africa 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. Bibliogr., sum. [Journal abstract]
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