Guzman y Gomez reinvents an icon in national campaign to launch new Caesar menu items

Guzman y Gomez (GYG) is making its twist on a global classic with the launch of its NEW Caesar menu items, landing in every GYG restaurant from today, backed by a fully integrated national campaign created and produced by GYG’s in house agency.

 

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.

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”.

Says Lara Thom, Global Chief Marketing Officer, 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.

“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”

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.

GYG’s Caesar campaign will roll out nationally across TV, BVOD, Social, Digital, OOH, Audio and Owned from today 30 September.