Guzman y Gomez (GYG) is going ‘All In’ with a new marketing campaign to remind Australians that fast food can be good food. The campaign was developed and led by the GYG in-house team, in collaboration with creative agency Cocogun.
The campaign is the first major brand work under recently appointed CMO Claire West, and doubles down on what has always made GYG special and different. All creative assets were filmed at a fully operational restaurant which was shut down for the day.
The creative features 34 crew from 13 GYG restaurants across NSW, the local Bondi franchisee, and 18 restaurant leadership team members. Alongside the hero creative, a suite of short-form video content and accompanying outdoor assets puts GYG’s food front and centre. Food sits at the heart of everything GYG does, from the clean menu to the salsa station, showing how GYG stands apart.
The campaign launches with three uniquely GYG food stories:
GYG’s clean menu: No artificial flavours, no added preservatives, no added colours, no unacceptable additives.
Chipotle seasoned fries: Aussie skin-on fries made with nothing but potato, oil and GYG’s famous Chipotle seasoning.
Free salsa station: Allows all GYG guests to customise and load up on extra flavour in restaurant
“For 20 years, GYG has done fast food differently. This campaign tells people how and why. Our doors are wide open, our real crew are in front of the camera, and our food takes centre stage. We shut down a fully operational restaurant in Gregory Hills for the shoot. No actors, no sets, just real GYG crew making the menu from scratch, just as they do every day. All In isn’t just a tagline, it’s who we are. Let’s Go!” said West.
Music matters to GYG as much as the food does, so the team wanted a soundtrack with that same distinct energy. Electric Sheep Music composed a bespoke score for the campaign, built around the vibe of the crew from the set – even weaving their voices from the shoot into the final sound.
“We didn’t want a track that just sat behind the ad, we wanted one that sounded like us. You can hear the sizzle, the crew, the buzz of a real restaurant on a real day in there. It’s not something you can buy off the shelf, it had to be built from scratch, just like everything else we do.”
The campaign launched on 31 August across BVOD, OLV, Socials, PR, out-of-home, radio and digital audio, plus every GYG restaurant nationally. Franchisees, crew and Hola Central (GYG’s head office) are all in on it too, with in-restaurant takeover and crew merch landing very soon.
Credits:
– Client and Creative Development: Guzman y Gomez
– Creative Agency: Cocogun
– Media Agency: Benedictus Media
– Production: Collider
– Director: Chloe De Brito
– Sound: Electric Sheep Music
– Photography: Benito Martins
