Having a midday breakdown? Nando's gets deep with PERi bowl campaign

Nando’s is putting a cheeky spin on modern wellness culture with its latest campaign promoting the new 'PERi-tomato chicken bowl'. Rather than advocating crystal healing or cold plunges, the campaign offers a more delicious coping mechanism, and it's “Bowl therapy”.

Targeting young Malaysians and Singaporeans, the fast casual brand's latest campaign leans into the idea of comfort food as a simple, affordable antidote to the chaos of daily life. The 'PERi-tomato chicken bowl' features grilled chicken, a soft-boiled egg, and tomato-PERi sauce served over a choice of Mediterranean rice, spiced rice, or garlic bread, all priced below the cost of trendy wellness gimmicks like jade rollers.

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At the heart of the campaign is a social-led video series featuring individuals unloading their thoughts to a bowl of food in mock therapy sessions. The tongue-in-cheek content positions the new menu item as emotionally satisfying and delightfully relatable.

The first video follows a woman spiralling after accidentally liking someone’s 2018 social media post at 2:47am. Anxious about what they might think, she pours her heart out to her PERi bowl, and instantly feels more at ease.

In the second video, a corporate worker receives a cryptic text from his boss during lunch. He turns to his PERi bowl for guidance, and with a deep breath and a bite, decides to play it cool with a one-word reply. 

“We’re not here to solve your meltdowns,” said Lim Siew Ling, brand & customer director at Nando’s Malaysia. “But if a warm, comforting bowl of tomato goodness with a bit of PERi-PERi magic helps you feel more like yourself, we’re all for it.”

Christyna Fong, creative director at Chariot Agency, added that the campaign taps into how people often spend on wellness trends in search of relief. “We thought a Nando’s bowl could bring that same level of comfort, without trying to fix your problems or your childhood traumas,” she said.

Building on that spirit, the current campaign is supported by a social media challenge that invites fans across Malaysia and Singapore to share their own “bowl therapy” moments. Running from 4 to 16 August 2025, the brand is inviting fans to tag two friends and share why they desperately need a bowl of PERi-tomato goodness.

Participants will be entitled to a 50% off voucher for any PERi-PERi bowl, while the ten most entertaining or heartfelt entries each week will score a buy 1 PERi-PERi bowl, get 1 PERi-Tomato Chicken Bowl free voucher.

The initiative sits under Nando’s regional brand platform “That’s a Nando’s thing”, which launched in 2024 to celebrate the brand’s unique dining experience. The original campaign tapped into the anxiety of public perception, encouraging Malaysians to embrace their quirks with the message that everyone is welcome at Nando’s.

Each ad featured a character expressing a deep-seated insecurity about their meal. This insecurity is later resolved with scenarios synonymous with the chicken restaurant. In line with this, Nando’s also introduced “That’s my Nando’s thing”, a nationwide activation inspired by real, everyday diners the brand has come to know over the years.

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