Campaign Spotlight

Campaign Spotlight: Fishermen Integrated and Nando’s Malaysia workout-bombs fitness buffs with a tasty and healthy surprise

KUALA LUMPUR, MALAYSIA — Fishermen Integrated continues its creative streak with its latest campaign for Nando’s Malaysia.

The two-time Golden Kancil winner recently staged a series of surprise online “Workout-bombs” by Barci, Nando’s popular mascot, which took place during several group workout web video calls. These online “hijacks” were carried out to promote the popular South African restaurant chain’s “Back On Track Meals” menu, a new range of healthier meal options, designed to show that choosing healthy can be surprisingly easy and tasty.


As part of this ‘healthy’ campaign, Nando’s also helped Celebrity Fitness, Journey Indoor Cycling Studio, Peak Fitness, and CrossFit Pahlawan Fitness Centre and Gym get back on track by creating posters advertising its features, with a tempting additional USP – being only 100m from a Nando’s restaurant.

Fishermen Executive Creative Director Adam Miranda says this is another opportunity for Nando’s to be unique and unconventional in the social media space.

“Since the first MCO, many gyms and fitness instructors have been conducting online classes for their clients who need extra help maintaining their healthy lifestyles at home. So we came up with the idea to have Barci drop-in or ‘Workout-Bomb’ some of them in order to spice up these routine sessions while announcing the new ‘Back On Track Meals’ range at the same time. We wanted to show that Nando’s doesn’t just make it easy to choose healthy with a good variety of healthier options, but also show that eating healthier can be fun, easy, and surprisingly delicious, as most people tend to perceive healthy eating as difficult and boring,” he explains.

“We realized that a year of being in lockdown has really affected people’s routines and habits, and that includes living healthy. So we decided to help make it easier in a uniquely Nando’s way” said Elaine Chiew, Senior Marketing Manager. “We’ve always believed that eating healthy should never be boring – our iconic Peri-Peri Chicken, for example, is flame-grilled, and is as healthy as it is delicious. So we naturally took it a step further with this new range of healthy meals packed with fresh vegetables and nutritious proteins – with both Peri-Peri Chicken or meatless options. Apart from just healthy food, we’re excited that we’ve been able to help gyms and fitness partners #GetBackOnTrack after a difficult year, as well as collaborating in surprising ways to bring fun to our consumers.”

Fishermen Integrated is behind the Golden Kancil-winning #BersatuForMakan campaign for BFM89.9, as well as Kucing Happy for Bank Simpanan Nasional (BSN) Malaysia.


Agency: Fishermen Integrated

Partner with adobo Magazine

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