In this episode of Future Proof Mzansi, we’re joined by Jessica Wheeler, Marketing Director at Nando’s South Africa - one of the country’s most iconic and creatively fearless brands. From bold campaigns and local artist collaborations to balancing cultural commentary with brand responsibility, Jessica shares how Nando’s has kept its distinct voice while evolving with the times. We discuss staying relevant to Gen Z, nurturing a culture of creativity, and why marketing should be seen as an investment—not a cost centre.
This podcast is produced by Laura Rapson
Chapters:
00:00 - Introducing our guest, Jessica Wheeler
03:25 - Balancing personality and responsibility as a brand
05:20 - How partnerships with artists, creatives and designers are integral to the Nando’s brand story
06:45 - How Nando’s marketing has evolved but kept a consistent tone of voice
07:48 - Jessica’s favourite Nando’s campaign of all time
09:48 - The process of quickly jumping on topical conversations
12:30 - What makes a good agency-client relationship and how to nurture it
16:01 - Embracing a culture of creativity and curiosity across the business
18:06 - How to stay relevant to younger audiences
21:01 - The use of technology and why AI won’t replace creativity at Nando’s
22:20 - Creativity over cost cutting - why marketing is an investment and not a cost centre
24:30 - The shift to healthier eating among consumers and the evolution of menus
28:16 - Price is the easiest lever to pull - but it’s the least sustainable and differentiating
31:02 - Trends in consumer expectations across different experiences and channels
35:33 - Creativity from other brands and embracing competition