It is rare for a brand to find itself such a part of culture that it generates it’s own language. Nando’s, which has entered consumer dialogue to a degree that popping out for a ‘cheeky Nando’s’ has become a well known phrase is unique in many ways. 

From ordering the hottest level of spice to impress a first date, to featuring in songs by artists Ed Sheeran and Example, Nando’s is a brand which exists in consumer culture. In Nando’s latest campaign, ‘This Must Be The Place’, the brand is seeking to build on these cultural touchpoints by showcasing these unique moments.

Directed by Jonathan Entwistle, the youthful, funny and upbeat film plays out scenarios synonymous with the much-loved chicken chain that viewers will undoubtedly relate to.

Created by New Commercial Arts, the 60-second, high-energy film features appearances from famous Nando’s fans such as English footballer Bukayo Saka, Instagram icon Grime Gran, TikTok chef LetsMunch and music artist Niko B who each contribute to the wit and pace of the film. 

Whilst a group of friends sit at the back of a bus, the narrator, Eddie, talks his mates through a memorable night at Nando’s. He first explains that the whole restaurant laughed when his friend, Jonesy, asked whether the restaurant served nuggets. The first famous cameo, Bukayo Saka, is then seen posing as a customer confused by this request.

The clip then carries the audience through the restaurant where we meet these famous faces. Eddie encounters a man on a date who finds the food too spicy and runs to the water dispenser. And later is met by a little girl at the soft drinks vending machine mixing drinks such as Coca-Cola, Sprite and Fanta. The film finishes with Jonesy ending up on a table with Instagrammer Grime Gran playing a game of wing roulette.

This Must Be The Place is the embodiment of Nando’s ability to bring people together, not only over delicious flame-grilled PERi-PERi chicken, but over unforgettable shared experiences too. 

“Nando’s offers such a unique restaurant experience and has such a distinctly playful personality as a brand, so it was important for us to make sure this shone throughout the film. We had a lot of fun layering the various Nando’s stories with different character roles in the creative too.” explained Director Jonathan Entlewistle.

A new soundtrack has also been created to support the campaign, inspired by Nando’s Southern African heritage and its iconic ‘Afro-Luso’ music playlists in restaurants. The new sound will inform all brand touchpoints from today, including in-restaurant experience, advertising and internal communications. 

The restaurant branch has also unveiled its first-ever sonic logo, marking an significant move for the brand as it evolves the communication of its brand heritage. 

‘This Must Be The Place’ will be amplified across Nando’s social channels with users able to share their favourite Nandos stories for a chance to win an array of prizes and experiences throughout the year. Each Nandos restaurant and employee will also be invited to participate in the campaign. 

Since it launched delivery in 2020, this is Nando’s first national advertising campaign and the first work from media agency Zenith, and creative agency New Commercial Arts. The integrated campaign will roll out across TV & BVOD, Cinema, OOH, Social and Radio.

Hannah Smith, Head of Brand at Nando’s, explained: “We’re excited to launch This Must Be The Place - our new creative platform that will inform all brand activity moving forwards. We’re so proud to be able to offer such a unique experience as a restaurant – whether it’s trying a new spice on the PERi-ometer or telling your mates about a first date you had - everyone has a Nando’s story, and that’s what This Must Be The Place represents. It’s a message that we will be championing throughout the business, and we have a heap of activity planned throughout the year. Watch this space!”

The film underlines Nando’s position in popular culture and its relatable moments show the significant impact the brand has had on Gen Z consumers. Through showcasing the shared stories and experiences customers have in store the brand demonstrates an astute self-awareness and is able to further solidify its strong relationship with its audience.