Lucky Generals Brings German Doner Kebab Out of the Shadows and into the Light

The doner kebab is often misconstrued as a purely late-night post-pub treat. However, through its quality foods and classy experience, German Doner Kebab is changing public perception. 

In its first work since winning the account in October last year, Lucky Generals is driving this change forward with a new brand campaign celebrating GDK as the perfect high-quality meal worthy of any time of the day by bringing kebabs out of the night and into the light.

The fresh and bright ads, which lead with the new platform line “Doners worthy of the daylight,” show high-end models in classic fashion poses, decked in the latest fashions and backed by beautiful blue skies. And all holding, eating and enjoying GDK’s delicious doner kebabs.

There is even a star appearance from British rapper icon and loyal GDK fan, Ms Banks.

The suite of OOH, digital and social ads depict four cast members beneath the summer sun, aiming to turn heads and change perceptions.

Aimed at 18 - 30-year-old ‘Fast Food Treaters’ - those who already regularly eat fast food - the campaign speaks to those who wouldn’t necessarily consider a doner kebab, on the basis that they most regularly associate it with a late-night post-night-out experience. By showing how a German Doner Kebab can be enjoyed throughout the day GDK is letting the kebab loose from its late-night trappings.

The campaign breaks on June 17th and media was handled by Goodstuff. The media placements have also been chosen specifically in high-end areas to add further weight to this perception change. PR and collaborations are being handled by The Fitting Room with PR activations planned with Lucky Generals post-launch.

GDK is one of the fastest-growing QSR brands thanks to its premium, quality-focused and innovative approach to traditional kebabs. More than that, GDK has become a lifestyle brand deeply entrenched in local music, fashion, and sports. The brand has recently been on a rapid growth trajectory and now has more than 170 restaurants across the UK, continental Europe, and the Middle East, with further growth planned for the USA, Canada, & Saudi Arabia.

Danny Hunt, creative director at Lucky Generals, 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.”

Dr Thorsk Westphal, global CMO at GDK, said, “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.”