Nando's Malaysia has decided to trendjack a recent comment made by former prime minister Mahathir Mohamad about Malaysian Chinese eating with chopsticks. According to multiple media reports including Channel NewsAsia, Mahathir said during the launch of his new memoir that Malaysian Chinese "have not adopted the Malaysian way of eating food". Instead, they "retained the chopstick, which is an identity from China, not Malaysia, and many other things," he added, according to CNA.
Following this, Nando's released a social media post with the caption: "How you makan (eat) doesn't matter, as long as we makan together". The brand also said that everyone is welcome.
Elaine Chew, senior marketing manager at Nando's Malaysia, told A+M that the phrase "Everyone is welcome" has been one of the fast-food chain's long-standing beliefs. "It's the end of another interesting year for everyone and we wanted to end it with a smile and a reminder that no matter what our stand is, we can come together again," Chew added.
At the same time, Mark Darren Lee, co-founder and head of digital, Fishermen Integrated told A+M that it is always great to have an awesome team that is always on the lookout for opportunities to use their creativity to bring a smile to consumers' faces and to bring Malaysians together. "We do things when others don't," he added.
The post garnered more than 80 comments and 280 shares at the time of writing. Netizens were also quick to comment and add in a few of their own witty remarks, with one user asking when did the fast-food chain provide chopsticks. Whereas other users praised the fast-food chain's PR and admin team and said the brand never disappoints.
Nando's is known for its trendjacking in Malaysia. In August, the restaurant chain had consumers doing a double-take at their emails over the weekend when they received an email titled "RE:FW:FW:RE:FW:[URGENT]RE:RE:RE: Customer Complaint". Users initially thought they were accidentally copied in an internal email involving Nando's customer experience and marketing teams.
Meanwhile, last September, Nando's Malaysia wished its consumers Selamat Hari Raya and a Happy Chinese New Year, and the posts were an attempt to raise awareness about its RM10 promotion for its full platter of four to Re-Celebrate 2020. While some consumers were quick to point out of this was part of a marketing stunt, one netizen called for the Nando's employee who created the posts to resign or change posts since "the management [does not] understand Asia's festive seasons".
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