Tag: Nando's

Kuala Lumpur, Malaysia – If you’ve ever sung your heart out at a Malaysian karaoke session, chances are you’ve belted out Belaian Jiwa. Now, Nando’s Malaysia is giving the beloved 90s classic a spicy twist in its latest campaign that celebrates its passion for flame-grilled PERi-PERi chicken.

Titled ‘InnuNando’s’, the campaign reinterprets Belaian Jiwa into a cheeky, heartfelt tribute to the love and craftsmanship behind every Nando’s meal. The reimagined ballad takes centre stage in a playful yet soulful music video that highlights the meticulous preparation process — from 24-hour marination to flame-grilling — all done with flair by the brand’s dedicated grillers, affectionately known as Nandocas.

Set inside a Nando’s outlet, the video follows one such Nandoca as he pours his heart into the craft, surrounded by marinade, open flames, and the unmistakable energy of a kitchen that takes pride in its work. The film blends humour, passion, and authenticity, staying true to Nando’s signature style.

The campaign was developed in collaboration with Chariot Agency, helmed by director Aiman Aliff of Director’s Think Tank, with audio production by Pitch Audio+Magic. More than just a tribute, the music video also doubles as an interactive experience: fans are invited to spot hidden codes throughout the video — some real, some decoys — and enter them on the Gold Standard Chicken website for a chance to win free Nando’s meals.

In-store customers can join the fun too, by scanning QR codes on table talkers or Chicken Flags to rate their PERi-PERi chicken and win additional rewards.

Part of Nando’s new brand platform, “That’s a Nando’s Thing,” the campaign reinforces what has long set the restaurant apart — a genuine love for great food, made with care, heat, and a touch of humour.

With InnuNando’s, the brand adds a fiery new verse to a classic Malaysian melody — and reminds fans that when it comes to PERi-PERi passion, nobody does it quite like Nando’s.

Chai Hui Fung, chief commercial officer at Nando’s Malaysia, said, “At Nando’s, we’ve always believed that great chicken starts with great people. This campaign was our way of spotlighting the heart, craft, and care that go into every flame-grilled PERi-PERi chicken – something we call the Gold Standard. InnuNando’s may be playful, but it carries a real message: our chicken isn’t just grilled, it’s lovingly crafted by Nandocas who take pride in every step. And what better way to express that than through a song that every Malaysian knows speaks of love?”

Meanwhile, Christyna Fong, creative director at Chariot Agency, commented, “We could’ve written a new ballad (we did!), but nothing hit the spot quite like Belaian Jiwa. It’s timeless, emotional, and instantly recognisable. It just made sense – the ultimate love song, for the ultimate love: great chicken.”

Kuala Lumpur, Malaysia – Nando’s Malaysia and Singapore, in partnership with Mediabrands Content Studio (MBCS), have launched a social-led campaign for the month of Ramadan.

Titled ‘Nando’s Pick-Up Line’, the campaign leverages the cultural phenomenon of playful pick-up lines prevalent in Malaysia and Singapore during the holy month, transforming the double meaning of ‘pick-up line’ – being both a flirtatious remark and the convenience of pre-ordering – into a fun and engaging marketing strategy.

The campaign features weekly videos showcasing light-hearted “pick-up line battles”, with cheeky depictions of typical flirtatious exchanges that unexpectedly culminate with Nando’s Pick-Up service emerging as the ultimate winner, highlighting its convenience and efficiency. 

In addition, a contest in the search for the hottest and juiciest Raya pick-up lines will run between 20 – 27 March in Malaysia and Singapore, and winners will stand a chance to win a Nando’s Family Platter for 4.

Shariar Ab Ghafar, creative director of MBCS said, “Ramadan presents significant opportunities for brands to truly understand the real cultural nuances behind the scenes. In Singapore and Malaysia for example, playful pick-up lines have become a cultural staple during Ramadan, filling social feeds as a fun way to pass the time before iftar. 

The team thought, what if we took the double meaning of a ‘pick-up line’ and turned it into a campaign? At once a smooth-talking flirt and the convenience of ordering ahead. After all, some pick-up lines work, and some don’t. But one line works every time – a Nando’s Pick-Up. Nando’s has always been in this space of playfulness and the team has enjoyed having some fun with this campaign. After all, who doesn’t love a good pick up?”

Kuala Lumpur, Malaysia – Nando’s has announced the launch of a new marketing campaign, “Intense Flavours That Make You Lose It”, for its new product, PERi-crackle. While people freaking out over food usually strikes fear in the hearts of those working in F&B, this campaign puts a twist on what ranting and raving will be like with this new menu addition. 

Nando’s PERi-crackle is a topping made with toasted sesame, sunflower and pumpkin seeds, garlic, shallots, and PERi-PERi. Not to be confused with a sauce, Nando’s calls it a ‘flavour topping’ that you can add to your favourite foods. Chicken, sides, and everything in between. 

The campaign, conceptualised alongside The Chariot Agency, features Malaysian actor and lifestyle influencer, Harris Annuar, screaming compliments to Nando’s TRX employees for serving him an intensely flavourful PERi-crackle with his ¼ Chicken with 2 Sides order. 

A series of ads followed this as they collaborated once again with Jared Lee of Grim Films, who brought freak-out moments up a notch. In one video, one could see cosplayers drop their carefully curated characters. In another, a trio of championship-winning mimes go berserk and lose their cool. It’s all the PERi-crackle effect, brought to mouth-watering life with food styling by Shen of Boldz Studio.

Elaine Chiew, head of marketing at Nando’s Malaysia, said, “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 – in the form of a chilli oil topping and not just a sauce or basting. The experience of eating PERi-crackle can get intense as it’s spicy, crunchy, savoury and you just can’t believe how well it goes with so many different things.”

Meanwhile, June Lim, account director at Chariot Agency, commented, “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. PERi-crackle is made with powerful, textured ingredients that get your mind and body shaking furiously.”

Lastly, Christyna Fong, creative director at Chariot Agency, said, “The flavours of PERi-crackle are so enjoyably intense, it just fires up everything in your body all at once. 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 pretences and just lose your cool. So watch yourself around it.”

Singapore – Fast casual chain Nando’s has appointed The Chariot Agency as its creative partner for Singapore and Malaysia. This follows a call to pitch from Nando’s Malaysia & Singapore at the end of July for the business that includes creative and social retainer.

Through the mandate, Nando’s plans to drive a new wave of communications aimed at making the Nando’s experience one that the young and young at heart keep coming back for. This takes effect on November this year.

Adrian Cheah, managing director at The Chariot Agency, expressed excitement for the agency’s latest win, saying, “We could not be more thrilled to be embarking on this new partnership with one of the world’s most iconic brands. Our shared belief in the power of creativity will help build Nando’s brand and business.”

Meanwhile, Elaine Chiew, head of marketing at Nando’s, commented, “Chariot stood out in their ability to capture and understand strong consumer insights while successfully incorporating Nando’s unique tone of voice with solid copywriting and creative expression in their ideas.”

She added, “We look forward to working with their diverse talent to once again capture the hearts of young and young at heart Malaysians and Singaporeans. We hope to continue being relevant to young audiences and deepening brand love in our markets.”

Singapore – Fast-food Nando’s in Singapore has launched a new campaign called ‘#ThankYouPERiPERiMuch’ – a penned letter thanking Singaporeans for doing their part in the country’s gradual reopening, making dining in restaurants possible again.

As people across the country face the continued threat of the pandemic, heightened alert measures were implemented on F&B outlets last 14 May 2021, ceasing dining-in services.

Done in collaboration with advertising agency Fishermen Integrated, the new campaign will also include a complimentary meal for delivery riders, a lifetime discount for healthcare workers, and double points for Nando’s members, as well as a welcome bottle of PERi-PERi Sauce for every guest on the first day.

Nando’s Brand and Innovation Manager Ying Wah Chan shared that the letter is a little message to thank everyone, the Nando’s way, for being extra safe so that their doors could reopen.

“We also wanted to show some love to all delivery riders and healthcare heroes for going the extra mile to take care of us during this trying time,” said Chan.

Meanwhile, Adam Miranda, the co-founder and executive creative director at Fishermen Integrated said, “This was our opportunity to spread some of Nando’s warmth and lightheartedness on social media as well as in real life. Clearly, we couldn’t thank people enough for practicing all sorts of safety measures so we can unlock the things we used to love doing.”