Nando's Campaign

River Action’s digital campaign exemplifies the transformative power of social media in environmental advocacy. Focused on rescuing Britain’s rivers—63% of which fail to meet good ecological status due largely to agricultural pollution—we spearheaded a bold campaign targeting Nando’s, whose intensive poultry supply chain has severely impacted the River Wye.

Our goals were clear: expose the retailer’s environmental footprint, empower local communities, and force corporate accountability. We harnessed social media’s reach to disrupt Nando’s brand narrative, partnering with activists and celebrities to amplify our message. Striking visual actions—including a dramatic banner drop and guerrilla ad hacks—drove viral engagement. A coordinated social media hijack saw hundreds of supporters flood Nando’s festive posts and CEO communications, forcing a public reckoning.

The campaign achieved tangible results: Nando’s removed supply chain references from its website, acknowledged its environmental impact, and committed to a full supply chain audit. Key brand metrics, including impression and customer satisfaction scores, plummeted, underscoring the pressure applied. Our viral content reached millions, and thousands of supporters directly contacted the CEO, making river pollution a national conversation.

This campaign redefined how social media can mobilise grassroots action, shift corporate behaviour, and spark systemic change—setting a new standard for digital-led environmental advocacy.