In Kuala Lumpur, Nando’s has launched an innovative marketing campaign for their latest product, PERi-crackle, under the theme “Intense Flavours That Make You Lose It.” This campaign marks a significant shift in the food and beverage (F&B) industry’s approach to customer reactions and flavor experiences.
PERi-crackle: Not Just a Sauce, But a Flavorful Adventure
PERi-crackle, a unique ‘flavour topping,’ is a blend of toasted sesame, sunflower and pumpkin seeds, garlic, shallots, and the signature PERi-PERi. Designed to enhance a variety of dishes, from chicken to sides, PERi-crackle offers a new dimension of taste to Nando’s fans.
A Campaign with a Comedic Twist
The campaign, developed with The Chariot Agency, features Malaysian actor and influencer Harris Annuar. In a humorous twist, Annuar is seen screaming compliments to Nando’s TRX employees, a stark contrast to the usual customer rants in F&B settings. This approach highlights the intense and enjoyable experience of tasting PERi-crackle.
Elevating the Flavor Experience
Collaborating with Jared Lee of Grim Films and food stylist Shen of Boldz Studio, the campaign brings to life the ‘PERi-crackle effect.’ It showcases exaggerated reactions, from cosplayers breaking character to mimes losing their composure, all due to the irresistible allure of PERi-crackle’s flavors.
Also Read: Toyota Partners with Virtue APAC for ‘Move Your World’ Campaign
Elaine Chiew on PERi-crackle’s Unique Appeal
Elaine Chiew, head of marketing at Nando’s Malaysia, emphasizes the brand’s commitment to introducing South African heat to Malaysian palates. “PERi-PERi is not just an ingredient; it’s the essence of Nando’s. With PERi-crackle, we offer a new way to savor this magic – not just as a sauce but as a chilli oil topping. It’s a spicy, crunchy, and savory experience that complements a variety of dishes,” she explains.
Chariot Agency’s Creative Approach
June Lim, account director at Chariot Agency, describes the campaign’s foundation in real human behavior when savoring delicious food. “PERi-crackle’s powerful, textured ingredients evoke a physical and emotional reaction, aligning with our comedic campaign approach,” she notes.
Christyna Fong, creative director at Chariot Agency, adds, “The intense flavors of PERi-crackle ignite a full-body experience. Our campaign captures this overwhelming sensation, encouraging customers to embrace the intensity and lose themselves in the moment.
