Middle Eastern flavours lead the charge as Tahini’s challenges Canadians to kick bland food to the curb
Tahini’s Restaurants, Canada’s fastest-growing Mediterranean fusion brand, is launching its boldest campaign yet, Eat Unbland. The campaign takes aim at the sameness of quick-service dining and champions the rich, vibrant flavours of Middle Eastern cuisine, positioning Tahini’s as the flavour-first alternative Canadians have been waiting for.
Set to launch on October 3, the campaign will run in markets across the country where Tahini’s are found, kicking off with its grand debut with a week-long takeover at Dundas Square, one of Canada’s most vibrant and high-traffic urban landmarks. This bold activation will spotlight Tahini’s new creative in a dynamic setting designed to capture attention and ignite conversation.
To celebrate 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 enjoy 10% off their order.
“Eat Unbland is more than a slogan, it’s a challenge,” says 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.”
“Tahini’s began with a vision to share the bold, authentic tastes of Mediterranean cuisine with Canadians,” says Omar Hamam, Founder and CEO of Tahini’s. “With Eat Unbland, we’re staying true to that mission while challenging the industry to think beyond bland.”
The campaign spans multiple channels, including out-of-home placements (billboards, transit shelters, and more), paid social on Meta and TikTok, influencer partnerships, in-store activations, and original social content. Tahini’s is bringing Eat Unbland to life everywhere Canadians look, with bold, creative designs to provoke conversation and stir cravings.
Just like the menu, the creative doesn’t shy away from flavour or fun. Headlines like “Kick bland in the buns” and “Fried isn’t a flavour” playfully parody familiar fast-food tropes, taking aim at bland burgers and cardboard pizza while proudly celebrating the authentic tastes that set Tahini’s apart.
At its core, Eat Unbland is more than a campaign, it’s a rallying cry against the predictable. Tahini’s invites Canadians to embrace a flavour adventure, liberate their taste buds and see why bold, crave-worthy food deserves a place at the quick-service table.
*Receipts must be dated within 30 days of purchase.
For more information about this campaign, go to www.tahinis.com.
Get social with Tahini’s on Facebook at @Tahinis Restaurants, Instagram @tahinisrestaurants, YouTube @tahinisrestaurants, and TikTok @tahinisrestaurants.
About Tahini’s:
Tahini’s is a unique, category-leading quick service restaurant group, founded in 2012, with nearly 70 locations across Canada. Known for its bold flavour profile that blends traditional Middle Eastern recipes with modern twists, Tahini’s has built a loyal following of guests who crave flavour-first dining experiences. In addition to its restaurants, the brand’s signature products are also available at Sobeys and other leading grocery stores. With nearly two billion views across its social media platforms, Tahini’s is poised for rapid expansion both across Canada and internationally.