Nando's MY transforms vintage car into a drivable grill in smoky new campaign

South African-Portuguese restaurant Nando's Malaysia is taking grilling on the road in its latest campaign to promote its new flavour, 'Smoky Churrasco'. 

Churrasco in Portuguese means 'barbecue'. As such, the brand has turned a vintage car into a grill called 'The Drivable Grill' as a testament to the brand's claim to hot, flame-grilled PERi-PERi chicken. 

Created in partnership with Chariot Agency and Think Tank, the campaign saw an activation where the Nando's car made its debut at Citta Mall and took to the streets of Bangsar, Kuala Lumpur. 

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“Beyond being a very fun campaign, it’s a way for us to continue building on ‘That’s a Nando’s Thing’. It’s about the brand’s pride in everything that makes it a wonderful place to be. Because fresh food? Hot off the grill? That’s 100% a Nando’s thing,” said Jarrod Reginald, ECD at Chariot Agency.

“Portuguese spiced smoky barbecue flavour- there’s no one way to describe smoky churrasco except that you’d taste the smokiness, the rich spice and PERi-PERi heat. It's our most ambiguously named PERi-PERi flavour and we wanted to have fun with how we explain its taste. A hot rod decked out in smoke is a great pun on the flavour and 'That's a Nando's Thing',” said Chai Hui Fung, chief commercial officer of Nando’s Malaysia and Singapore.

This activation comes as Nando's 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. 

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. 

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