Canada’s fastest-growing Mediterranean fusion brand, is launching its first brand campaign, Eat Unbland. The campaign takes aim at the sameness of quick-serve restaurants, calling out the uninspired food that too often dominates the category. Ads parody the familiar language of fast-food chains, and champion the rich, vibrant flavours of Middle Eastern cuisine, positioning Tahini’s as the flavour-first alternative Canadians have been waiting for.
Launching this week, the campaign will run in markets across the country where Tahini’s are found, kicking off with a week-long takeover at Sankofa Square (formerly Dundas Square), one of Canada’s most vibrant and high-traffic urban landmarks.
“Eat Unbland is more than a slogan, it’s a challenge,” said Veronica Castillo, vice president of marketing at Tahini’s. “We want Canadians to upgrade their everyday meals and discover how exciting fast casual dining can be when it’s driven by flavour.”
“Tahini’s began with a vision to share the bold, authentic tastes of Mediterranean cuisine with Canadians,” said Omar Hamam, founder and CEO of Tahini’s. “With Eat Unbland, we’re staying true to that mission while challenging the industry to think beyond bland.”
The campaign, created in partnership with Angry Butterfly, who handled strategy, creative and media, spans multiple channels, including out-of-home placements (billboards, transit shelters, and more), paid social on Meta and TikTok, influencer partnerships, in-store activations, and original social content. Tahini’s is bringing Eat Unbland to life everywhere Canadians look, with bold, creative designs to provoke conversation and stir cravings.
“It’s not every day you get a client who wants to push the boundaries and be genuinely bold,” said Erin Kawalecki, chief creative officer at Angry Butterfly. “Tahini’s had the courage to be audacious and a little cheeky – and the result is a campaign that we hope will get noticed, just like their food.”
Just like the menu, the creative doesn’t shy away from a little ‘extra’ flavour by taking aim at bland burgers and chicken QSRs, as well as cardboard pizza brands while proudly celebrating the authentic tastes that set Tahini’s apart.
At its core, Eat Unbland is more than a campaign, it’s a rallying cry against the predictable. Tahini’s invites Canadians to embrace a flavour adventure, liberate their taste buds and see why bold, crave-worthy food deserves a place at the quick-service table.
To celebrate and extend the challenge of the Eat Unbland campaign, Tahini’s is inviting Canadians to trade bland for flavour. Throughout October, guests can visit any Tahini’s location, show a receipt from a ‘bland’ fast-food restaurant, and enjoy 10% off their order.
Dining and Cooking