Nando's looks for literally any reason to celebrate in new campaign

Any excuse is a good one to celebrate, according to Nando's who have taken the popular saying to another level in its new campaign for the new limited edition menu item dubbed the 'all-in-one party platter'.

Conceptualised by Chariot Agency, the campaign takes any excuse to celebrate to absurd levels with three distinct brand films.

In its first brand video, we see a group of friends who have gone all-in with the ‘no brow’ beauty trend together. 

In the second video, colleagues have gathered to celebrate the life of Mike – the beloved office plant. The celebration is complete with tears and a photo of the much-loved plant. 

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In the third video, we see a family celebrating the re-discovery of a missing lid of a glass container. The family then goes on to cheer each other on as they fill the container with Nando's signature and addictive sauce.

“The year end is the best time for reunions and gatherings. Alongside a great offer of a meal for sharing, we want to remind people to spend quality time with their friends and family, celebrating no matter big or small achievements or life events," said Elaine Chiew, head of marketing at Nando’s Malaysia. "Nando’s is always energetic, passionate and full of fire, the campaign also aims to bring some laughter to our customers.”

Chariot Agency’s creative director, Christyna Fong, added that it was the behaviour of making up excuses to get out of meeting up that led to the idea of 'Any Excuse to Celebrate'.

“For most of the year, we’ve been too busy, too tired, or too (insert plausibly legitimate reason). We wanted people to flip that behaviour and use that skill to have a good time with the people that matter the most,” she said.  

Fong added that the videos, produced by Grim Films, benefited from having a director such as Jared Lee behind the camera. “Lee brought his comedic timing and eye for capturing real human emotions to make the videos about random excuses relatable to everyone.”

Along with the videos, the campaign also includes a contest inviting people to submit their own outrageous excuse to celebrate. Winner will get a free all-in party platter that comes with a whole chicken, four bottomless drinks, and six sides.

“As a brand that thrives on bringing people together over delicious meals, we are nudging everyone to see that we don’t need grand occasions to enjoy a meal at Nando’s,” said Gillian Yap, head of account management at Chariot Agency.

She added that she is thrilled that many have jumped on board to share their creative excuses on social media as well. “After all, life's too flavorful to wait for a big reason to gather and enjoy a delicious Nando's feast.”

The campaign comes shortly after Nando's appointed The Chariot Agency as its creative agency for Malaysia and Singapore, as confirmed to MARKETING-INTERACTIVE by Nando's. This followed a call to pitch from Nando’s Malaysia and Singapore at the end of July for the business. It included a creative and social retainer.

The Chariot Agency won the competitive five-way pitch against independent and network agency shops.

Elaine Chiew, head of marketing at Nando's said at the time that The Chariot Agency stood out in its ability to capture and understand strong consumer insights. Additionally, the agency successfully incorporated Nando’s unique tone of voice with solid copywriting and creative expression in their ideas.

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