Crave Thy Castle

White Castle, America’s first fast-food hamburger chain and the family-owned innovator behind The Original Slider®, is launching a new brand campaign titled “Crave Thy Castle.”
Created in partnership with newly-appointed AOR GSD&M, “Crave Thy Castle” personifies the White Castle superfan as a witty, tongue-in-cheek manifestation who appears whenever the craving hits, guiding people to the famous Sliders as the only true way to satisfy it.
Kicking off with two :30s and :15 cutdowns, the brand campaign targets younger audiences in retail aisles who may be ‘Crave Curious,’ a term coined to describe Gen Zers who are looking for bold bites, shareable moments, and brands that break the algorithm.
In ‘Lunch Break,’ a woman settles in her office break room hungry and ready for lunch, when the spot reveals her doppelganger, a ‘Castle Craving’ knight outfitted in a traditional knight’s helmet, who brings her the iconic White Castle Sliders from the hot and ready microwave. The spot ends with the tagline “When Craving Strikes, Strike Back.”
In ‘Stop Here,’ a man browsing the frozen foods aisle comes face-to-face with his own ‘Castle Craving,’ a look-alike knight that loads up his shopping cart with boxed frozen sliders. The spot concludes with the tagline “Your Castle Craving Knows Best.”
The initial executions focused on retail will run across CTV, OLV, display, radio, and social platforms (Meta, TikTok, Snap), including influencer partnerships. Rolling out through February, additional brand campaign elements will include:
White Castle and GSD&M transformed influencers across TikTok and Instagram into “Craving Catalysts,” who turn everyday moments, from late-night bites, mid-day snack runs, and game day eats, into content that makes White Castle cravings impossible to ignore.
In an official partnership with DraftKings, White Castle will step into one of the biggest moments of the year: Super Bowl LX.
With $5,000 in total cash prizes up for grabs, the White Castle “Crave Thy Victory” prediction contest reflects how the brand is showing up differently than ever before–not just for the game, but in the game, meeting net-gen fans where they compete and turning America’s biggest gameday into crave-worthy victory on the DraftKings Game Studio.
In addition to the custom contest promotion, White Castle will have a custom landing page with brand integrations, co-branded emails and media, and robust social promotion.
The brand is also partnering with The Dan Le Batard Show by creating a custom roundtable segment focused on the best bets of the week. The segment will feature a White Castle slider being put into the microwave as a :60 countdown starts, participants then give their craveworthy commentary on sure fire bets of the week before the microwave dings and the frozen slides are ready to enjoy!
“Crave Thy Castle” marks the first work for the brand from GSD&M since being awarded the business in July 2025.