Nando's PERi-Crackle topping makes you lose control in new campaign

South African restaurant chain Nando's has launched a new campaign to celebrate its new product, the PERi-crackle. 

The campaign, titled 'Intense flavours that make you lose it', attempts to put a twist on what ranting and raving will be like with the new menu addition - a topping made with toasted sesame, sunflower and pumpkin seeds, garlic, shallots and PERi-PERi sauce. 

To announce the new product, Nando's decided to literally give the PERi-crackle a shoutout with The Furious Freakout.

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The Furious Freakout featured Malaysian actor and lifestyle influencer, Harris Annuar, screaming compliments to Nando’s TRX employees for serving him an intensely flavourful PERi-crackle with order while the public stared. 

A series of ads in collaboration with Jared Lee of Grim Films followed after while Boldz Studio brought the food to life with food styling. One ad featured a group of cosplayers enjoying a meal together while in character. However, with just one bite of the PERi-crackle, they drop their curated characters.

Another saw a trio of mimes sharing a meal after winning a miming competition. After a bite of the PERi-crackle, they go wild at each other. 

“At Nando’s, we’re always looking for new ways to bring South African heat to Malaysian tastebuds. PERi-PERi is more than just an ingredient to us, it’s the magic that makes Nando’s uniquely Nando’s and with PERi-crackle, we now have a new way for our fans to enjoy PERi-PERi,” said Elaine Chiew, head of marketing, Nando’s Malaysia. 

“We injected a comedic approach to the campaign that hinges on real human behaviour when eating - a common one is when you eat something so good that your body just does this little shake,”added June Lim, account director at Chariot Agency.

“We wanted to capture the feeling of completely losing yourself to the intensity. From the stunt to our ads, PERi-crackle’s flavours and textures will have you dropping any act or pretenses and just losing your cool,” said Christyna Fong, creative director at Chariot Agency. 

The 'Intense flavours that make you lose it' campaign comes after Nando's Malaysia and Chariot Agency's December 2023 campaign for a limited-edition menu item dubbed the 'all-in-one party platter.'

As part of the campaign, Chariot Agency conceptualised three distinct brand films where a group of friends have gone all-in with the 'no brow' beauty trend, a group of colleagues gathering to celebrate the life of their beloved office plant and a family celebrating the re-discovery of a missing lid on a glass container. 

“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.

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