Open Your Mouth Mind

German Doner Kebab (also known as GDK), a growing fast-casual premium chain based in Glasgow with more than 170 restaurants across the UK, Sweden, North America and the Middle East, with plans to eventually open 350 restaurants in the US alone, has launched a new advertising campaign to introduce itself to Americans. The brand’s namesake is the name of their core product, the German doner kebab – a product that gained its popularity as a late-night post-pub food in Europe. It’s especially popular in the UK, where GDK has become one of the fastest-growing QSR brands thanks to its premium restaurant experience, quality ingredient focus, and innovative approach to traditional kebabs.

But in America, the doner kebab isn’t as common. In fact, most Americans associate the “kebab” with Middle-Eastern food and meat on a stick. And the product itself closely resembles a delicacy Americans are more familiar with – the gyro.

So for its first marketing campaign ever in the US, German Doner Kebab is aiming to educate Americans on what exactly German Doner Kebab is. And since their target is Gen-Z, they knew they needed to do it in a way that’s entertaining.

The “Open Your Mouth Mind” campaign, developed by creative agency Quality Meats, is designed to feel native to social channels where it will live, with it a low-fi visual style and fast frenetic pacing.