German Doner Kebab is reframing the dish as more than just a late night post-pub treat, by showing off just how classy an experience a kebab can be.
There is even a star appearance from British rapper, icon and loyal German Doner Kebab fan Ms Banks.
The debut work from its agency-of-record Lucky Generals drives the change forward with a new brand campaign which shows high end models in fashion poses tucking in.
Led by the line “Doners worthy of the daylight”, the models are shown holding and enjoying GDK’s other delicious kebabs.
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Aimed at encouraging 18-30 year old “fast food treaters” who regularly eat fast food but just as a treat to view it as a day time option, the suite of OOH, digital and social ads depicting four cast members beneath the summer sun.
To add further weight to the strategy, the visuals have been specifically placed in high end areas.
Lucky Generals creative director Danny Hunt said: “We love working with partners with big, bold missions, so collaborating with GDK to get the nation to rethink everything they thought they knew about doner kebabs (an absolute staple of the nation) has been a great brief and one we happily tucked into.”
German Doner Kebab global CMO Dr Thorsk Westphal added: “We can’t wait for people to see the new campaign for GDK, showing how our delicious, high-quality range of meals is perfect for any time of day.”
“It’s time to recognise the mighty kebab as the go-to hunger-smasher, whether it’s day or night.”
