Nando’s celebrates life’s fieriness in new campaign from Sunday Gravy
Nando’s has released a brand campaign that offers an escape from fiery life moments, in new work from recently appointed creative agency, Sunday Gravy.
The campaign, ‘Fiery Times. Fired Up Flavours’, maintains on optimistic perspective by celebrating the brand’s vibrant art, music and flavour.
The spots feature Professor Rhythm, a musician and producer from South Africa, Nando’s birthplace, with the beat of his iconic track, Professor 3.
Nando’s aimed to share an overarching message of enjoying life despite how challenging it is – from ‘AI threatening our existence’ to ‘boomers buying up the property market’.
Darren Hampton, customer and brand director at Nando’s ANZ, said: “Nando’s global success has centred around serving its world-famous, flame-grilled Peri Peri chicken in an experience that embodies the energy and vibrancy of our Afro-Portuguese heritage.
“This is who we are and what we obsess about so we wanted to create an expression of this that speaks to what’s on all our minds at the moment and let’s face it, we are not living in boring times,” he said.
Nando’s head of brand and communications, Tom Blackburn, added: “We’re on a mission to reignite the Nando’s brand in Australia and New Zealand. The Nando’s experience is unique, it’s visceral, you slather on as much sauce as you like and leave with Peri Peri infused cuticles.
“We wanted this campaign to reconnect with Aussies and Kiwis, understand them, and offer them a place to come and forget about life, for just a moment.”
Professor Rhythm features in the new spot
The campaign aims to attract a younger audience, to assist the brand’s growth ambitions in the ANZ market. The brand said it wants to reflect its understanding of younger consumers demanding better transparency and authenticity, but also lean into the appreciation of dealing with life’s mess through escapism and humour.
“Life is messy. But, historically, life has always been messy,” said Sunday Gravy’s senior art director, Max Kennedy.
“It’s part of being human,” he said. “Whatever happens, has happened before, and we survived. Chicken yum yum.”
The campaign will roll out across film, social and OOH.
In March this year, the agency won the account after Nando’s ceased work with the incumbent, SICKDOGWOLFMAN. Sunday Gravy’s other clients include Hunt and Brew coffee and online trading platform IG Australia.
Other assets:
Credits:
Client: Nando’s Australia
Darren Hampton, customer & brand director ANZ
Tom Blackburn, head of brand & communications
Adorel Ng, graphic designer
Creative agency: Sunday Gravy
Media agency: Bohemia
Production: Finch
Director: Sam Hibbard
Post production: Atticus
Photography: Mark Roper
Retouching: Electric Art
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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