German Doner Kebab (also known as GDK) is a fast-food chain based in Glasgow with more than 170 restaurants across the UK, Sweden, North America and the Middle East. Yes, its name is a bit confusing for a new market like the US and German Doner Kebab has a grand plan to open 350 restaurants in the US. The doner kebab isn’t well known in the US and the product isn’t German. In fact, most Americans associate the “kebab” with Middle-Eastern food and meat on a stick. GDK’s product closely resembles the gyro.

Agency, Quality Meats, probably has a decent understanding of names that are a bit confusing. It also has a decent understanding of creativity that draws an audience. So, for GDK’s first marketing campaign ever in the US, German Doner Kebab is aiming to educate Americans on what exactly German Doner Kebab is. And since its target is Gen-Z, both agency and client knew they needed to do that in a way that’s entertaining.  

“We want to both educate and entertain – or ’edutain’ – while leaning into Gen Z and American’s open-mindedness when it comes to their QSR preferences, where they value quality and authenticity,” stated Thorsk Westphal, global chief marketing officer of GDK.

“A place called German Doner Kebab might be a tad confusing to younger Americans if they’ve never encountered those three words put together. It’s not a kebab on a stick? What exactly is a doner? And how does German play into the whole thing?” commented Brian Siedband, co-founder and co-chief creative officer of Quality Meats. “We wanted to acknowledge that confusion head-on but in a way that charms them into wanting to try it.”

The answer is a campaign called Open Your Mouth Mind that walks on the wonderful wild side of advertising

Credits:
Agency: Quality Meats
Production Company: Method Madness
Directors: Casey Lock & Ross Zuchowski
DoP: Lucy Harstrick
Executive Producer: Tony Grossman
Producer: Alex Leach
Editor & Motion Graphics: Matt Taylor
Post VFX: Alex Lyons & Ben Tull