Nando's (spec work)

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The Challenge
Adapt Nando’s culturally specific, cheeky South African brand voice for the Romanian market, a country that doesn’t have Nando’s yet.

Idea & Rationale
Nando’s isn’t here yet - but its spice already is.

Romanians have a complicated relationship with imported brands. We’re skeptical, but we long for brands that get the joke. Nando’s needs to acknowledge this tension, not fight it. The brand feels worth bringing to Romania, while considering the very Romanian habit of questioning foreign things. If the tone is right, Nando’s won’t feel imported… it’ll feel like it gets us!

Objective
Introduce the brand by leaning into Romanian food culture (we love spicy food and bold flavours) while proving Nando’s humour can translate without losing its edge.

Target Audience
Romanians, 20-35, who appreciate charismatic brands, international food trends, and self-aware humour.
Market insight

Romanians love:

• Spicy food
• Charismatic brands
• Self-deprecating humor

But they’re skeptical of imports.
The risk: Romanian humor could overpower Nando’s subtle cheekiness.

Strategic approach
Walk the line between:
Confident, cheeky → but not loud
Playful → but self-aware
Romanian → but distinctly Nando’s

Tone of voice
● Confident, a bit cheeky
● Playful, but not loud
● Self-aware, not just for irony’s sake

Formats
● Social media posts
● Video script
● Brand activation concept
● App interface copy