Nando's has commissioned Mxit for a one-month burst campaign to take its 'Never Eat Alone' campaign to the mass market via mobile social media.
With 6.5 million monthly active users in South Africa, Mxit represents a highly targeted advertising opportunity.
Capitalising on the system's splash screens and broadcast messaging, equipped with the messaging 'This time of year nobody should have to eat alone' and 'The full pack R164.90', the brand relays its targeted campaign to males and females aged 18-55 across South Africa.
Andrew Kramer, Mxit head of sales comments, "The trend towards advertising via mobile media is growing exponentially. With users spending an average of 95 minutes on the platform daily, it is steadily attracting the country's leading advertisers to the space.
"The great thing about using mobile social media to market food is that promotions make tempting and appetising pop-up news in an unobtrusive and targeted way, on the go. We look forward to seeing the post-campaign results and having the client on board with us into 2014."