In a market where wellness fads range from cold plunges to crystal charging, Nando’s is taking a different approach — one that’s warm, saucy, and far more edible. The brand has launched Bowl Therapy, a playful campaign by the Chariot Agency to promote its new PERi-tomato chicken bowl, targeting young consumers in Malaysia and Singapore.
The PERi-tomato chicken bowl combines grilled chicken, a perfectly boiled egg, and a rich tomato-based PERi sauce, served with a choice of Mediterranean rice, spiced rice, or garlic bread — all for less than the price of a jade face roller. The message is clear: forget overpriced wellness gimmicks and embrace a bowl that offers both comfort and satisfaction.
At the heart of the campaign is a series of social-first videos in which characters mid–mental spiral “therapise” themselves by confiding in their bowls. The lighthearted concept pokes fun at modern self-care culture while positioning Nando’s bowls as an affordable, quick, and emotionally fulfilling meal option.
“We’re not here to solve your meltdowns,” says Lim Siew Ling, brand and 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 campaign, which sits under the That’s a Nando’s thing brand platform launched in 2024, also taps into the wellness conversation with a social media challenge encouraging fans to share their own “bowl therapy” confessions. Creative director Christyna Fong of the Chariot Agency adds: “People spend good money on things like crystal-infused water or Himalayan salt lamps. We thought a Nando’s bowl can give you the same comfort — without pretending to heal your childhood traumas.”
Running across Malaysia and Singapore, Bowl Therapy aims to serve up a different kind of self-care — one that comes in a steaming bowl and leaves you feeling satisfied in more ways than one.
