Tahini’s Restaurants, Canada’s fastest-growing Mediterranean fusion brand, is launching a new campaign called Eat Unbland aimed at challenging the sameness of quick-service dining by promoting bold Middle Eastern flavours.
“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.”
The campaign officially launches on October 3 with a week-long reveal at Dundas Square in Toronto. On the launch day, visitors can claim a voucher for a free Shawarma between 10 a.m. and 12 p.m. at the high-profile location.
After the Toronto unveiling, the campaign will expand to Alberta and British Columbia, reaching additional key markets across the country.
Eat Unbland will be promoted through multiple channels, including billboards, transit shelter ads, paid social media on platforms such as Meta and TikTok, influencer partnerships, in-store events, and original social content. The campaign’s bold creative is designed to provoke conversation and appetite.
Omar Hamam, Founder and CEO of Tahini’s, said: “Tahini’s began with a vision to share the bold, authentic tastes of Mediterranean cuisine with Canadians. With Eat Unbland, we’re staying true to that mission while challenging the industry to think beyond bland.”
The campaign’s messaging uses playful headlines such as “Kick bland in the buns” and “Fried isn’t a flavour” to contrast bland fast food with Tahini’s authentic offerings.
At its core, Eat Unbland aims to inspire Canadians to embrace adventurous flavours and bring crave-worthy food to quick-service dining.
More from Retail Insider:
- Tahini’s, Canada’s fastest-growing Mediterranean brand, lands in the U.S.
- Tahini’s founder Omar Hamam shares entrepreneurial journey from Egypt to Canadian shawarma success
