Nando’s breaks back into culture at Snow Machine Festival via Reconnected

Nando’s ANZ has marked a bold return to culture-first activations with an unmissable presence at Snow Machine Festival, transforming a container restaurant into a generator of moments that travelled far beyond the slopes. Delivered with Reconnected, the work signals Nando’s intent to embed itself in culture across music, art, and live experiences.

Festival-goers lined up not only for 1000s of flame-grilled Peri Peri chicken meals but for the chance to ink themselves with Nando’s inspired tattoos, score exclusive merch that quickly became adopted by the headliners, or snap the ultimate cheeky “secure the bag” photo. Artists wore the gear, punters shared the content, and Barci the chicken mascot became a cult presence hurtling down the mountain.

By blending IRL and online activations, from backstage artist catering to social hosting by Olan Tekkers, Nando’s ensured the brand wasn’t just present at the festival; it was part of the memories being created.

Tom Blackburn, Head of Brand, Nando’s said “We didn’t go to Snow Machine just to put up a logo. We went there to be in the culture. From artists repping the merch to punters getting permanent tattoos, we created moments people wanted to be part of.”

Says Tori Mitchell, Managing Partner, Reconnected: “Our aim was to find and sign a property for Nandos that allowed us to co-design an activation that lives as much online as it does on-site. Snow Machine gave us the platform, but culture is what carried it. The team struck that balance with real experiences, high-quality food, and content that gave Nando’s a cultural edge far beyond the festival.”

Client: Nando’s ANZ
Tom Blackburn – Head of Brand
Stephanie Gulevska – Culture Marketing Manager
Alex Dawson – Head of Product.

Agency: Reconnected
Tori Mitchell – Managing Partner
Annika Mills – Account Manager
Melba Gounas – Creative Director
Chris Birthnell – Head of Social
Jess Treloar- Producer
Tom Christie – Content Lead