We believe the best campaigns don’t just make headlines, they make a difference. That’s why we’re proud to have partnered with Nando’s Malaysia this Ramadan to bring their Quarter for Kasih initiative to life, a campaign that proved even a ¼ chicken could carry a whole lot of heart.
The Challenge
Nando’s wanted to mark Ramadan in a way that was true to their brand values, warm, inclusive, and centred on togetherness, while delivering meaningful impact to communities in need. This wasn’t about discounts or flashy ads. It was about creating a CSR-driven campaign that encouraged Malaysians to share kindness, one meal at a time.
Our Approach
We collaborated with Nando’s to transform Quarter for Kasih from a donation drive into a movement rooted in human connection.
From March 5 to 19, customers could purchase a ¼ chicken with one side to be donated to someone in need. For every meal given, Nando’s matched it, doubling the impact. But we wanted the gesture to go beyond the plate, so each donor received a Ramadan card to write a personal message. These handwritten notes were delivered alongside the meals, transforming a simple act of giving into a deeply personal moment.
Between April 7 and 27, meals and cards were hand-delivered to 24 charity homes across Malaysia, ensuring every recipient experienced the warmth of both food and heartfelt words.
Making It Human
Our storytelling approach focused on the human element — no templated messages, no corporate gloss. Just real people reaching out to others during a season of reflection and generosity. We used social media channels to highlight these moments, encouraging Malaysians to join in and be part of the chain of kindness.
The Results
The campaign resonated far and wide, delivering strong media impact while staying true to its CSR purpose:
PR Value Generated: RM1,416,250.55 (472% above KPI)
Total Media Clippings: 92 (135% above KPI)
Press Release Coverage: 14
Media Social Mentions: 32
KOL Social Media Features: 46
But beyond the numbers, the true success lay in the smiles, shared meals, and handwritten notes that bridged strangers across Malaysia.
Why It Matters to Mad Hat
Quarter for Kasih embodies our commitment to Make A Difference. Crafting campaigns that create meaningful connections and tangible impact. We’re grateful to work with partners like Nando’s, who share our belief that the most powerful brand stories are the ones lived, not just told.
If your next campaign is about more than just visibility, if it’s about making a difference, let’s make it happen together.
Reach us at hatters@madhat.asia