There is not a company around that does not expect to make the most of the business opportunity that will come courtesy of the 2010 World Cup in South Africa. However, very few, like Nando’s Botswana, are actually marketing themselves aggressively to reap all the possible benefits of the 2010 project.
Nandos is one of the sponsors of the Boundless Southern Africa expedition, which is currently traversing 10 000 kilometres route through 30 protected areas in nine Southern African Development Community countries over a four-month period.
The expedition will document nature, culture and selected communities in all the nine countries. The Boundless documentary will be shown to an international audience of millions ahead of the 2010 world Cup. Through this association, Nandos will take its brand (and products) to a global audience.
Any effective marketing plan requires money and although Nandos’ spokesperson would not give precise details, the company is spending some.
“We definitely had to consider our budget scope in engaging in such a process,” says Simiso Ncube, the marketing manager of Nando’s Botswana.
Ncube says that Nando’s Botswana like the rest of the continent is proud of the upcoming World Cup, at both regional and local level.
“We believe in our brand being relevant to what is happening around us. It’s just the way we do things, it’s about our culture and values, our pride, our integrity, and most of all our peri-passion which will keep reflecting in our service and our way of doing things even in 2010 and beyond,” Ncube says.
‘2010 and beyond’ is how far BSA wants to go with marketing the SADC region to the region. However, Ncube could not give a definite answer when asked if Nando’s plans to go all the way,
“We cannot put a definite ‘yes’ on that, but we promise the world and Batswana out there that Nando’s will always be there to make a difference in their lives.”
According to Ncube, this is not the first time that the Nando’s Group, including Nando’s Botswana, has worked with Kingsley Holgate. It collaborated with him before on the “One Net One Life Project” whose objective was to prevent malaria deaths spread by donating mosquito nets to under-privileged children and mothers in Africa.
“So when Botswana Tourism Board approached us with a proposal of this expedition, we were already familiar with Kingsley, and were eager to be involved,” Ncube says.
Nando’s, which was founded in 1987, has presence in 26 countries and on five continents.
Among its notable celebrity customers are footballer David Beckham, singer Britney Spears and comedian Ricky Gervais.