Between 10and5 talks to Rachel, Mam’ Noxolo, Kwesta and Jessica about Nando’s new people-first direction and the stories that shaped it.
Nando’s has introduced a new people-first brand direction through a national film titled Oh What a Place! The new brand ad brings the full orchestra to the table. It’s narrated by legendary news anchor Mam Noxolo Grootboom, features local HipHop megastar Kwesta and Rachel (a Nandoca turned TikTok phenomenon).
Between 10and5 was at the launch to speak to the cast and creative team. They shared what the project means to them and why this shift feels personal.
The film, directed by Lebogang Rasethebe, blends everyday South African energy with the familiar humour of the brand.
Chief Creative Officer Melusi Mhlungu from We Are Bizarre describes the approach as simple, “It is a mirror. We wanted to reflect people as they are”.
Nando’s Chief Brand and Customer Officer Jessica Wheeler explains that the team avoided scripting or forcing moments.
“Brands talk about co-creation all the time. This time we actually did it. We did not overcraft anything. We held up a mirror instead of telling people what to say.”
Wheeler says this people-centred focus is not a new idea inside the business. “It might look new from the outside. Inside Nando’s it has always been that way. Our people have been the heart of the brand for 38 years. We only needed to shine a light on what already exists.”
One of those voices is Rachel Kgapola, a Nando’s employee from Kwa Thema in Ekurhuleni whose deep voice went viral on TikTok for sounding uncannily like rapper Kwesta, a moment that sparked a friendship and eventually inspired Nando’s latest TV ad.
She says the experience still feels unreal.
“I feel like someone is going to pinch me and tell me I am late for work. Nando’s really lives for the people. I am living proof of that.”
She says she said yes because the public wanted to see her win. “People were praying for me to be successful. They wanted Nando’s to do something for this Rachel. I did it for myself and for them.”
Rachel also speaks about her on set experience with Kwesta. “You do not feel like he is the guy who sings Spirit. You feel like you are with a brother.”
For her, the idea of the mirror is personal. “When you watch it you will see yourself as a South African.”
Mam’ Noxolo Grootboom, who received an Honorary doctorate from Rhodes University just the other day and is known as the voice of news brings a different register to the project. She reflects on using her voice outside of news for the first time.
“I have always used my voice for news. This was exciting. It showed me I can use the same voice for something new.”
What convinced her to take part was the invitation. “The line was simple. Come out and play. It told me that fun is allowed. Even for me.”
She sees unity in the work. “Look past the selling. You will see people coming together to create something with fire.” She also praises the brand for prioritising its workers. “A happy workforce means a happy company. Nando’s is doing right by its people.”
Kwesta, real name Senzo Vilakazi, a legend in SA hiphop, also reflects on connection and the way South Africans meet each other across backgrounds.
“No matter where you are from there are always places to connect. That is who we are. That is what the mirror shows.”
He says the intention behind the campaign aligns with the spirit of his own music, “The song was meant to connect people. The campaign does the same thing.”
Nando’s CEO Mike Cathie adds that the public facing story is supported by changes behind the scenes. This includes improvements to the kitchen, menu and in restaurant experience.
The film sets the tone, but the voices behind it reveal the heart of Nando’s new chapter. They describe a brand reconnecting with its people and a culture shaped by everyday South Africans.
