SIngapore – Nando’s has launched a new campaign in Malaysia and Singapore that turns a common response to the question “Where should we eat?” into a marketing idea tied to its latest menu offerings.
The campaign is part of the brand’s ongoing “That’s a Nando’s Thing” platform and coincides with the introduction of new Sharing Platters and Quick Lunch Meals. The creative concept draws on the familiar non-answers people often give when deciding where to eat—such as “Don’t know lah,” “anything,” or “you choose.”
According to the company, the campaign positions the new menu items as practical options for diners facing meal-time indecision, particularly when eating with groups or during busy lunch hours.
“At Nando’s, meals have always been about good food, good company and a bit of PERi-PERi heat,” said Lim Siew Ling, Marketing Director of Nando’s Malaysia and Singapore. “The ‘don’t know lah, you choose’ moment is something everyone knows, and exactly the kind of playful, everyday behaviour ‘That’s a Nando’s Thing’ celebrates. With our Sharing Platters and Quick Lunch Meals, we’re making the decision easier, whether you’re sharing with the group or grabbing lunch on a busy day.”
Developed in collaboration with Chariot Agency, the campaign uses the familiar dynamic of people asking where to eat and receiving vague replies, then reframes those responses as cues for ordering specific menu items.
“The insight is painfully familiar: people don’t always know what they want to eat, but they’re very good at giving unhelpful answers,” said Christyna Fong, Creative Director at Chariot. “So instead of fighting that behaviour, we used it.”
The new Sharing Platters and Quick Lunch Meals have been available at participating Nando’s outlets in Malaysia and Singapore since April 21. The campaign is running across out-of-home advertising, social media, digital channels, and in-store placements.
