Five Guys
Gone In a Bite
Creative Brief
Company:
Five Guys
Product:
Premium fast-casual burgers, fries, and milkshakes
Competition:
Honest Burgers, Patty & Bun, Shake Shack, McDonald’s, Burger King
Media:
Out-of-Home
Product/Service & Market Background:
Five Guys is an American-born burger chain that has rapidly gained traction in the UK, with London as its flagship market. Known for fresh, customizable burgers and hand-cut fries cooked in peanut oil, the brand appeals to urban consumers seeking quality fast food with an indulgent, no-frills experience. Unlike competitors with curated “gourmet” menus, Five Guys emphasizes abundance, freshness, and fun.
Business/Advertising objective:
To deepen brand relevance with a London audience by reinforcing Five Guys’ image as the most craveable and rewarding burger experience. The objective is to stand out in the competitive UK burger market by creating a campaign that is rooted in dry, understated British wit... sharp, observational, and ironic. Designed to resonate authentically with a London audience.
