Guzman y Gomez releases new Caesar menu and campaign nationwide

Guzman y Gomez (GYG) has launched its new Caesar menu items across all restaurants today, backed by a fully integrated national campaign created in-house.

@poooch2003 and I stand by this 🚨 #gyg #burrito #cesar ♬ original sound – J.RSmithers

The announcement:

Guzman y Gomez (GYG) is making their twist on a global classic with the launch of its new Caesar menu items, landing in every GYG restaurant from today. Backed by a high-impact, fully integrated national campaign created and produced by GYG’s in house agency, this is the brand’s most exciting product launch this year.

The new range features three fresh menu innovations – the Caesar Salad, Caesar Burrito, and Caesar Cali Burrito – combining premium local produce with the brand’s trademark Mexican-inspired flavour.

A story-driven creative platform
At the heart of the campaign is a surprising piece of culinary history: the Caesar salad was first created in Mexico, not Italy. In 1924, Italian immigrant Caesar Cardini invented the dish in Tijuana. GYG celebrates this unexpected origin with the tagline:

“Caesar. Created in Mexico, reinvented by GYG.”

“This new Caesar menu went viral before we officially launched. We’ve had guests lining up in our trial restaurants for the Caesar Salad, Caesar Burrito and Caesar Cali Burrito – the response has been insane already!” said Lara Thom, global chief marketing officer, GYG.

“Most Aussies have no idea the world’s most famous salad, the Caesar, was actually created in Mexico. This campaign reflects the very real stories behind our food and GYG’s re-invention of the Caesar has our unmistakable GYG storytelling and vibe behind it.”

“Our Founder and Co-CEO Steven Marks and our Director of Culinary, Nate Appleman have absolutely nailed the development and launch of our Caesar menu.”

Creative strategy and in-house execution
GYG’s creative strategy brings the Caesar story to life through a hero video that showcases the provenance of its ingredients, the energy of its crew, and the gourmet quality of its food. The concept literally shows guests “how GYG rolls”, from suppliers who are growing lettuce on Aussie farms, to the culture within restaurants and the pride the crew have in serving up the Caesar menu items.

The video features:

• Geoff Story, a GYG lettuce farmer, highlighting the freshness of Aussie-grown Cos.
• GYG’s cheese supplier, Real Dairy, showcasing the creamy, locally produced Jack cheese.
• Nate Appleman, GYG’s James Beard Award-winning Director of Culinary, who led the development of the Caesar dressing through 18 rounds of refinement.
• And most importantly, GYG’s crew, whose energy and passion drive the brand experience.

The visual execution combines mouthwatering macro food shots with high-energy transitions, delivering a modern yet gourmet look and feel and real storytelling from GYG’s Founder and Co-CEO, Steven Marks who is the face and voice of the brand.

All creative development and execution for the campaign was produced entirely in-house by GYG’s dedicated creative team, a capability that allows the brand to move fast, stay authentic, and maintain full creative control across every touchpoint.

National media blast
GYG’s Caesar campaign will roll out nationally across the below platforms from 30 September:

• TV: BVOD
• Social: Instagram, Facebook, TikTok, YouTube, Snapchat
• Digital: Website takeovers
• Out of home: Transit and street furniture
• Audio: National & regional radio and podcast partnerships
• Owned: Online and in restaurant

“We’re inviting Australians to experience a Caesar like nothing the QSR category has ever seen. If you have never tried GYG, the Caesar Salad, Caesar Cali Burrito and Caesar Burrito are absolutely your reason to try GYG for the first time. Everyone can download the GYG app and find their nearest location.”

Source: GYG