“Health claims” of the absurd: Nando’s ‘perimedic’ marketing campaign

Posted by AFN Staff Writers on 26th June 2013

Fast food restaurant chain Nando’s latest instore marketing promotion in Australia seems to poke fun at the topic of food health claims by adopting a tongue in cheek approach for marketing its own sauces.

The marketing of Nando’s range of ‘Peri’ flavoured sauces, to accompany meals or used in meal-preparation, is served in a “Peri-medical” kit and carries the label brand of “Peri-cetamol”. The Peri-cetamol label reads:

“Use Peri-cetamol for: Fast and effective relief from bland food with chicken, stir-fries, sandwiches, dips, tuna, salads. Basically anything that suffers from severe plain. Suitable for: people with an ache for flavour, chicken breastfeeding.”

“Do not use Peri-cetamol if you are comfortable in your own dullness, with tastebuds to match, if you are a drip or actually physically on a drip, as a suppository.”

“If bland food persists, please contact the Peri-medics at www.perimedics.com.au.”

“The Peri-Medics are a fiery bunch, and passionate about reviving any and all bland meals.”

The Company says it is aiming at office workers who “need to be rescued from bland food”, with a Nando’s ‘Perimedics’ kit.

“When bland food trauma requires emergency treatment, there’s only one service to call – Nando’s Perimedics,” says the campaign’s website.

The kit, which can be requested from Nando’s ‘Perimedics’ website, includes samples of Nando’s sauce products and comes in a small first-aid style bag that might be carried by a ‘Peri-medic’.

The Nando’s campaign is not the first time a fast food group has adopted a medical theme in a humorous way. Australian Food News has previously reported on the US “Heart Attack Grill” chain, which even uses medical attire for its front-of-counter staff.

Marketing material for Nando's 'Peri-medics' campaign