Nando's taps into anxiety around 'What would people say?' for new campaign

Nando's has unveiled a new regional brand platform and campaign titled "That's a Nando's thing" to celebrate the uniqueness of Nando's dining experience. 

The campaign taps into the phrase "What would people say?" and tackles the anxiety of how one carries themselves in public. It also aims to tell Malaysians to be themselves and that everyone is welcomed at Nando's. 

Done in collaboration with Chariot Agency, the campaign features a series of ads, brought to life by a diverse cast and music inspired by its South African-Portuguese origins. It is also produced by production company ThinkTank and director Carolyn Chon. 

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Each ad features a character expressing a deep-seated insecurity about their meal. This insecurity is later resolved with scenarios synonymous with the chicken restaurant. 

The first ad, titled "Personal chef" sees a couple eating at Nando's. The girlfriend adds PERi-crackle and chicken liver to her meal, earning stares and looks from a fellow customer and an employee. 

Before digging in, the girlfriend looks over at the other customer and nods at her. The other customer nods back, looking impressed at her self-made meal.

The second ad, titled "Bossy" sees a woman panicking on the inside as her fellow male colleagues order their meals in extra hot and hot PERi-PERi sauce. She thinks to herself that she's going to appear weak when a voice says, "Don't think it. You are the boss". 

Her lemon and herb meal arrives, and she proudly announces it to the table. To her surprise, her colleagues join her in celebrating their own meals. 

The third ad, titled "Saucy" sees a woman assuring herself that no one is staring at her as she makes her way to a shelf of PERi-PERi sauce bottles. She panics over which PERi-PERi sauce to take when she looks over and sees another customer create her own drink concoction of Sprite, Coke and Peach iced tea. The customer gives her a supportive nod. 

The woman finally decides to mix her sauces and enjoys her meal the way she wants to. 

The final ad titled "Embrace all your sides" sees two friends at a Nando's. On their table is one plate of flame-grilled chicken. One of the friends is under the impression that they're sharing one plate and expresses concern over what people might think. Not long after, a waiter approaches with multiple sides that later fill up the entire table. 

“Our restaurants are more than just places to eat – they’re spaces where people can feel at home, let loose and truly be themselves,” said Chai Hui Fung, chief commercial officer, Nando’s Malaysia.

“This campaign is to celebrate that freedom, encouraging our customers to enjoy the Nando’s experience, their way, from the PERi-PERi flavours they choose to how they mix and match our bottomless drinks, PERi-PERi sauces and variety of sides and appetisers," added Chai. 

In line with the launch of "That's a Nando's thing", Nando’s will be unveiling "That's my Nando's thing" - an activation inspired by real diners Nando's have seen over the years. The activation, launched nationwide, invites customers to share their unique Nando's orders and win an array of prizes and experiences.

“That’s a Nando’s Thing is rooted in everything that makes Nando’s a special place. We didn’t set out to change what the brand stood for. It was staring at us all along, in who we saw and the behaviours we observed whenever we went to Nando’s. Which, in recent months, has been a lot," said Jarrod Reginald, executive creative director at Chariot Agency.

"That’s a Nando’s thing" will be amplified across Nando's Malaysia and Singapore’s social channels. It will also roll out across social, OOH, VOD streaming platforms and in stores too.

Earlier this year, the South African restaurant chain launched "Intense flavours that make you lose it" to celebrate its new PERi-crackle product. 

The campaign 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'.

'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.

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