The Chariot Agency and Nando’s Malaysia get people talking to food with “Bowl Therapy”
In a world where everything—from cold plunges to crystal charging—is considered a wellness solution, Nando’s offers a fresh (and saucy) alternative: Bowl Therapy, brought to you by The Chariot Agency.
Launched in conjunction with its new PERi-Tomato Chicken Bowl, the campaign invites young Malaysians and Singaporeans to ditch overpriced wellness gimmicks and embrace something far more satisfying: a hot bowl of tomato-based PERi goodness, grilled chicken, a perfect boiled egg, with their choice of Mediterranean rice, Spiced Rice or garlic bread, all for less than the price of a jade face roller.
At the heart of the campaign is a series of social-led videos where people amid a mental spiral “therapise” themselves by talking to their bowl. The concept leans into the modern wellness culture, while positioning Nando’s new bowls as comforting, fast, and emotionally satisfying.
VIEW THE BOWL THERAPY SESSION 1
VIEW THE BOWL THERAPY SESSION 2
VIEW THE BOWL THERAPY SESSION 3 (live from 12 August)
“We’re not here to solve your meltdowns,” says 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.”
The PERi-tomato Chicken Bowl is the latest addition to Nando’s growing range of bowls, designed to fill those looking for quick, affordable lunches.
“People spend good money on things like crystal-infused water or Himalayan salt lamps, all in the name of wellness. We thought that a Nando’s bowl can give you the same level of comfort with a meal that makes you feel better, without trying to fix your problems or your childhood traumas,” adds Christyna Fong, Creative Director at Chariot Agency.
The campaign is built on their ‘That’s a Nando’s Thing’ brand platform launched in 2024, and runs across Malaysia and Singapore, supported by a social media challenge that invites fans to share their own “bowl therapy” confessions.