Malaysian burger joint myBurgerLab has launched the Peri-Peri burger in collaboration with Nando’s Malaysia. myBurgerLab’s co-founder Chin Ren Yi told A+M that the collaboration is in celebration of its sixth anniversary, adding that it spent three months “courting” Nando’s to jump on board with the tie-up.
“Nando’s is not known to collaborate with other brands so this is a huge breakthrough for us. In terms of branding, it is one of the many brands that resonate very well with Malaysian consumers,” Chin said.
He added that myBurgerLab has a small celebration each year during its anniversary to raise funds and help charitable organisations. This year, it wanted to bring to light the work that’s being done at Dignity for Children Foundation, which aims to offer quality education to underprivileged children.
“We hope to raise approximately RM20,000 for Dignity for Children Foundation, and will let word of mouth do the job when it comes to promoting the collaboration,” Chin said.
Meanwhile, Nando’s marketing director Chai Hui Fung said in addition to positioning Nando’s as a youthful brand, it is “particularly supportive” of youth development and changing the live of young people.
As such, the collaboration was not done for commercial reasons, but purely to encourage local young entrepreneurs and empower young consumers to do good for the society. For example, it has been organising a Nando’s Art Initiative, also known as Youthreka, for over ten years to help young artists establish their career in the art industry.
“Nando’s is a daring brand that always likes to do crazy and fun things, and we welcome any interesting ideas from [our agencies] or potential partners we work with, as long as [they are] in line with our brand personality, values and belief,” Chai added. The company currently works with Creative Juice, Vizeum and Fishermen Integrated.
(Photo courtesy: myBurgerLab)