Would you wear PERi-PERi as a fragrance?

Nando's Singapore is encouraging consumers to make healthier dining choices through an unconventional new reward: a limited-edition fragrance.

The restaurant chain has partnered with Maison 21G Paris to launch "Eau de PERi", a collectible scent inspired by its signature PERi-PERi flavour profile. The initiative is supported by the Health Promotion Board (HPB).

Fronted by the campaign line "Smells like you did good", the activation aims to reframe healthier dining as a lifestyle choice rather than a restriction. It builds on Nando's earlier "Healthier choice" campaign and its "Good temptations" creative platform, which positioned healthier menu options as bold, flavourful and culturally relevant.

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According to Nando's, the latest campaign extends that narrative by rewarding customers who choose qualifying' Healthier choice' meals with the opportunity to redeem the limited-edition fragrance.

Beginning 2 June, customers will receive one stamp with every qualifying 'Healthier choice' meal purchased. Those who collect five stamps can redeem a bottle of "Eau de PERi", while stocks last. Only 600 bottles will be available islandwide.

The qualifying menu items include the newly launched PERi-chicken edamame bowl, as well as options such as the classic chicken wrap paired with a caesar side salad, the PERi-nut salad bowl, and grilled chicken tenders served with healthier side dishes. Customers can also customise their meals with lower-sodium basting sauces including plain, lemon and herb, mild and hot.

Crafted exclusively by Maison 21G, the fragrance features notes of bergamot, ginger, smoky Havana-inspired accords and vetiver. According to the brand, the scent was designed to capture the fiery yet fresh spirit of PERi-PERi beyond the dining experience.

The campaign was developed by Singapore-based creative agency framethefolks, which led the overall marketing strategy, social-first campaign rollout and creative development of the "Eau de PERi" visual identity. The agency also oversaw the design of the perfume bottle, campaign visuals, redemption stamp cards and in-store collateral.

“At Nando’s, we believe better-for-you choices should still feel exciting and full of flavour,” said a spokesperson from Nando’s Singapore. “Through Eau de PERi, we wanted to create something unexpected that celebrates healthier choices in a way that feels playful, rewarding, and true to the Nando’s personality.”

The latest activation comes shortly after Nando's launched a regional campaign built around one of Malaysia and Singapore's most familiar dining dilemmas: deciding where to eat. Part of its ongoing "That's a Nando's thing" platform, the campaign turned common responses such as "don't know lah", "up to you" and "anything also can" into the creative hook for the launch of its new Sharing Platters and Quick Lunch Meals across both markets.

At the time, Nando's said the campaign celebrated relatable everyday dining behaviours while reinforcing the brand's focus on bringing people together over food and its signature PERi-PERi flavours.

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