Fast food chain Nando's is debuting a new U.K. campaign in which people are so distracted by its peri-peri chicken they don't notice celebrities—and it's encouraging its GenZ fanbase to recreate such ads on Instagram.

The campaign, promoting the rollout of nationwide delivery, features cameos from real-life celebrity fans of the brand, including boxer Anthony Joshua and singer Perrie Edwards. In one, someone spots a Nando's restaurant but completely misses Joshua standing right outside, while in another, a delivery person is so distracted by the thought of peri-peri chicken that he fails to notice he's giving it to Edwards. England soccer player Jadon Sancho, rapper Aitch and radio presenter Roman Kemp will also feature in the ads, which will run across audio, video, digital and social. Rich Hall of Riff Raff Films was the director.

The Instagram filter, designed for fans to recreate the ads at home, dramatizes the moment a Nando’s craving hits, so that people can share their over-the-top reactions with friends. Like the ads, it was developed by creative agency Phantom. 

"We know times are tough at the moment, especially for our GenZ audience so we wanted to create something irreverent and positive that connects with our younger fans," said Hannah Smith, head of brand communications, in a statement.