Carlitos Gardel Serves up an Unapologetic Love Letter to Steak

Steak with creamy sauces? Never.

Ketchup? How dare you.

Anything that detracts from the purity of the meat? Blasphemy.

At Carlitos Gardel, a family-owned, Michelin recognised Argentine steakhouse in the heart of Los Angeles, meat isn’t just a meal. It’s a way of life. In other words, carne es todo.

For their first-ever creative campaign, Carlitos Gardel teamed up with Los Angeles-based agency, Team One, to bring their fiery passion for steak to life. Instead of simply describing the cuisine, they’ve given the restaurant a bold, unapologetic voice – one that’s authentically Argentinian and steeped in the vibrant culture of Buenos Aires. Through punchy radio spots and an eye-catching out-of-home, the duo unapologetically declares the restaurant’s unwavering devotion to steak.

“For my family, steak is more than just an ingredient or dish—it’s a reflection of our heritage and an expression of Argentine passion,” said Gerard Bozoghlian, chef and CEO of Gardel’s Culinary Group. “This has been an incredible journey with our Team One partners to bring this passion to life. ‘Carne es todo’ perfectly captures what we’ve been dedicated to for decades: honouring the purity of the meat, respecting tradition, and delivering an unforgettable experience to every guest.”

“Steak is religion in Argentina, and Carlitos Gardel a house of worship right here in LA,” said Chris Graves, chief creative officer, Team One. “‘Carne es todo,’ is a declaration of Carlitos Gardel’s almost fanatical devotion to providing an authentically Argentine experience in LA. We wanted to infuse the brand with the same unapologetic spirit of Buenos Aires that Gerard and his team create for you every time you step inside the restaurant.”

The new carne es todo campaign can be heard on SiriusXM and iHeart’s The Fork Report, in addition to a catchy out-of-home directly outside the restaurant (7901 Melrose & Fairfax, Los Angeles).