Nando’s MY serve up a saucy spin on wellness with new ‘Bowl Therapy’ campaign

Kuala Lumpur, Malaysia – Nando’s is tapping into the ever-growing wellness trend—by flipping it on its head. In its latest regional campaign, done alongside Chariot Agency, the restaurant chain introduces “Bowl Therapy,” a tongue-in-cheek antidote to overpriced wellness fads, launched alongside its new PERi-Tomato Chicken Bowl.

Targeting young consumers in Malaysia and Singapore, the campaign champions hearty food as a simple comfort in a world obsessed with cold plunges and crystal healing. The PERi-Tomato Chicken Bowl features grilled chicken, a boiled egg, a rich tomato-based PERi sauce, and a choice of Mediterranean rice, Spiced Rice, or garlic bread—all at a price point “less than a jade face roller.”

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At the center of the campaign are social-first videos portraying people self-soothing by having heartfelt conversations with their food. The humorous approach draws from current wellness culture while casting Nando’s bowls as both emotionally nourishing and quick to serve.

“We’re not here to solve your meltdowns,” says Lim Siew Ling, brand & customer director at Nando’s Malaysia, “but if a warm, comforting bowl of tomato goodness with a bit of PERi-PERi magic helps you feel more like yourself, we’re all for it.”

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The PERi-Tomato Chicken Bowl joins Nando’s expanding menu of quick, affordable bowl options aimed at everyday lunch-goers looking for more than just a meal.

“People spend good money on things like crystal-infused water or Himalayan salt lamps, all in the name of wellness. We thought that a Nando’s bowl can give you the same level of comfort with a meal that makes you feel better, without trying to fix your problems or your childhood traumas,” adds Christyna Fong, creative director at Chariot Agency.

The campaign builds on Nando’s “That’s a Nando’s Thing” brand platform launched in 2024, and is currently rolling out across Malaysia and Singapore. It includes a social media challenge encouraging fans to share their own “bowl therapy” moments.