Nando’s Tells Malaysians It’s OK for You to be You

Nando’s has announced the launch of That’s a Nando’s Thing, a new regional brand platform and campaign that celebrates the uniqueness of Nando’s dining experience.

Done in collaboration with Chariot Agency, the campaign taps into a phrase we have all heard but gave little thought to – “What would people say?” Whether uttered by well-meaning parental figures or anxious friends, it tackles the anxiety of how we carry ourselves in public to declare once and for all: everything and everyone is welcomed at Nando’s. 

“We be we, so you can be you. That’s a Nando’s thing.” 

That’s a Nando’s Thing declares and affirms that the restaurant is a space for people of all walks of life to enjoy delicious flame-grilled PERi-PERi chicken however they want to in a series of ads.

Whether they’re taking their spice limit to the next level or eating liver with PERi-PERi chicken, there’s no one way to have a meal at Nando’s. This is led by a diverse cast and music inspired by its South African-Portuguese origins.  

This is brought to life by production powerhouse ThinkTank and director Carolyn Chon. Each humorous spot starts with a character expressing a deep-seated insecurity about their meal, which is swiftly resolved with scenarios synonymous with the beloved chicken restaurant that viewers will undoubtedly recognise. 

Jarrod Reginald, Executive Creative Director at Chariot, said the campaign that set out to appeal to a new generation of Nando’s lovers had to be true and recognisable to the intended audience. 

Jarrod said, “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.” 

In line with the launch of its new brand platform and campaign, Nando’s will also be launching ‘That’s My Nando’s Thing’ in stores. Inspired by real diners they have seen over the years, it is an invitation for people to share their unique Nando’s orders.

This activation will be launching nationwide in September, and reiterates what the film set out to do: there’s no ‘right’ way to enjoy Nando’s; there’s just your way. 

That’s a Nando’s Thing will be amplified across Nando’s Malaysia and Singapore’s social channels, where users will be able to share their Nando’s thing for a chance to win an array of prizes and experiences. 

“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.” 

At Nando’s, being yourself isn’t just a perk for the diners who walk through the door; it’s a way of life that extends to every Nandoca (restaurant staff) on the floor. With the launch of their new customisable uniforms, Nando’s weaves personal expression into the very fabric of the brand from communication to the staff at their restaurants. 

That’s a Nando’s Thing is Nando’s first brand campaign since This Is Nando’s PERi-PERi in 2019. The integrated campaign will roll out across social, OOH, VOD streaming platforms, and in stores from August 19 2024.