In its first work with agency partner Angry Butterfly, Tahini’s takes a clear shot at QSRs selling boring chicken, lifeless burgers and cardboard pizza. The Mediterranean fusion QSR stands out from the rest by juxtaposing the category’s often bland visuals with more vibrant colours in high-traffic OOH.

Tahini’s launched its new brand platform, “Eat Unbland,” this week across Canada, kicking off with a week-long takeover at Sankofa Square (formerly Yonge-Dundas Square). While most of Tahini’s previous work has been done in-house, this time Angry Butterfly handled strategy, creative and media, spanning multiple channels, including OOH placements (billboards and transit shelters), paid social on Meta and TikTok, influencer partnerships, in-store activations and original social content.

The agency was named the QSR’s AOR in May,  “to help us define our positioning and develop a big, transformative idea that could live across all channels,” Veronica Castillo, VP of marketing at Tahini’s, tells strategy. “‘Eat Unbland’ isn’t just a campaign – it’s a long-term brand platform that will continue shaping how we show up in the world.”

Both the feisty tone and the scale were new to the brand, she adds. “To accelerate growth, we needed to create something bold that could truly break through the noise. We wanted something memorable – something that would stick, particularly with billboards. Out-of-home is just one part of our approach. We have built a holistic plan that spans every touchpoint, from in-store and paid social to influencer partnerships and billboards, all working together to deliver a consistent and powerful brand story.”

Tahini’s currently has nearly 70 stores across Canada and plans to reach 150 within the next 12 months. A part of what informed the scale of the current campaign was the insight that in many smaller towns, people have never tried shawarma before, Castillo explains, adding “our mission is to bring bold flavour to places that have been used to the same old options. That’s what ‘Eat Unbland’ is all about – our rallying cry against blandness.”

Castillo adds that most of Tahini’s previous work has focused on driving short-term conversions rather than building the brand long term. “Before taking this step, we had to make sure key elements like our menu, pricing, innovation pipeline, operations and guest experience were exactly where they needed to be,” she says. “We have built the brand so far primarily through social content, but it was time to expand into other channels and tell our story in a much bigger, more emotional way. Our ‘Eat Unbland’ campaign marks that turning point.”

Erin Kawalecki, chief creative officer at Angry Butterfly, tells strategy the fast-food space is one of the noisiest categories out there – everyone’s shouting for attention. “Tahini’s is a scrappy startup just like us – their ethos is to take chances and forge their own path, and always invest in the product,” Kawalecki says. “Also, being smaller they have to stand out. So doing something ‘pleasant’ that would blend in was not an option. It’s not boldness for its own sake – it really reflects the company, their food, and the people behind it.”

To celebrate and extend the challenge of the “Eat Unbland” campaign, Tahini’s is inviting Canadians to trade bland for flavour. Throughout October, guests can visit any Tahini’s location, show a receipt from a “bland” fast-food restaurant, and get 10% off their order.