In 2011 South African 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-humour
source: tandfonline.com/doi/abs/10.1080/02500167.2015.1117503
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