Navigating fiery times with Nando’s

For Darren Hampton, customer and brand director for Nando’s ANZ, the food culture in Australia makes for an exciting category to play in. 

Nando’s latest campaign, Fiery times. Fired up flavour, by creative agency Sunday Gravy, celebrates Nando’s passion for vibrant music, art and flavour. 

What’s brought Hampton out here from Nando's South Africa is the foodie scene which he says is incredibly progressive based on the wide variety of influences.

“I’ve had the privilege of working across multiple territories over the years and there’s something special about these markets,” Hampton told AdNews. 

“Nando’s has a unique offer that people like, and so the opportunity to grow the brand in a way that is relevant to Australians and Kiwis alike is a brilliant challenge.” 

Nando’s has ambitious growth goals in the ANZ market at the moment, and this campaign is aimed at attracting a younger audience who demand transparency and authenticity from brands. 

It’s about investing in growth, says Hampton, who notes the hospitality industry has taken a significant knock over the last few years.  

“Nando’s hasn’t been immune to the complex challenges faced in Australia and NZ. But we’ve used this time to finesse our food and experience proposition,” he said.  

Hampton said the company is proud of what it’s serving and the spaces its created. 

It’s now about showing up in a way that speaks to what people are looking for currently, he says.  

“Our latest brand work aims to showcase this while acknowledging the fiery times we are all navigating through.” 

The pitch had much to do with the fact that people certainly aren't living in uneventful times at the moment, said Hampton. 

“There’s a lot of uncertainty fuelled by climbing inflation, the El Nino and La Nina cousins wreaking climatic havoc, the daily dodging of scammer calls and best not to mention the robots…,” he said. 

“In uncomfortable times, it’s comfort we crave and so we believe that Nando’s has the right dose of flavour, vibrancy and fun to match these fiery times we all find ourselves facing.”  

Hampton is positioning Nando’s in the market as adventurous, daring and unique (for those making their way up the PERi-ometer), he says, qualities it’s always offered despite the plethora of choice out there. 

“A rare blend of Afro-Portuguese flavour coupled with dine in spaces that are inspired by young Southern African artists makes for a compelling way to treat oneself, grab a quick bite or hang out with friends before a night out,” said Hampton. 

The recent campaign from Nando’s serves as a stark reminder that life is fiery, but life has always been fiery. 

“So enjoy the moment,— and enjoy Nando’s PERi-PERi chicken.”