In a bold fusion of flavour, pop culture, and influencer power, GDK, The Fitting Room and Goodstuff, have unleashed the latest high-energy campaign sparking excitement across the fast-casual dining scene. This month, teaming up with household brand, Heinz and social media heavyweights Harry Pinero and Yung Filly, the agency has brought to life GDK’s latest collaboration—an exclusive release that’s already making waves across over 140 GDK restaurants nationwide.
Influencer Power Meets Culinary Creativity
The Fitting Room Agency has once again proven it’s the master of executing campaigns that blend entertainment with authentic brand engagement. By harnessing the larger-than-life personalities of Harry Pinero and Yung Filly, who are loved for their unique comedy and lifestyle content, GDK has created a must-try food moment with the launch of the Secret Sauce and ‘Secret Sauce Burger’—a true digital-age dining experience.
Dr Thorsk Westphal, CMO at GDK says: “Heinz is an established brand that has enjoyed strong consumer affinity for decades. GDK although a younger brand, also has a super strong following of loyal brand lovers, predominantly amongst Gen Z and Millennials; as we’re expanding out – in product development, brand messaging and communication – to a wider consumer base, combining Heinz’s historic trust and brand strength amongst UK consumers with GDK’s cache as a young, “cool” brand that’s immersed in culture, makes this collab highly symbiotic from marketing point of view. Heinz is disruptive, daring and dynamic – everything we represent at GDK.”
Charlotte Mair, Managing Director at The Fitting Room Agency says: “GDK is one of the UK’s leading brands in culture, and this collaboration further showcases their understanding and influence of what the next generation wants to engage with and consume. This is our third year of being a partner to GDK and the ambition and hunger remains, we want to create hype, demand and legacy®. Heinz is a legacy brand, GDK a fast-growing disruptor brand and Yung Filly and Harry Pinero are two of the most influential voices of youth culture – a perfect blend for the ‘Secret Sauce’. ”
The campaign’s high-octane combination of influencers and culinary innovation has not only captivated social media but also created genuine anticipation for the in-store experience, making it a win-win for GDK’s fast-casual dining brand. The Secret Sauce Burger—featuring a double hit of the exclusive sauce, doner meats, fresh tomatoes, and onions, served on a perfectly toasted bun is now available indefinitely on the GDK menu.
Engaging fans through creative content
Made By Goodstuff, the social and content arm of Goodstuff and GDK’s social agency, have led the owned channel content creation for this launch. Working responsively and collaboratively with creators to create a range of content designed to shine in busy social feeds and showcase Pinero and Filly’s love for the product.
Rich Duff-Tytler, Managing Director of Made By at Goodstuff says: “It’s been a pleasure to work alongside the talented teams at GDK and The Fitting Room, not forgetting the mighty Harry Pinero and Yung Filly, to bring this exciting collaboration to life. We’re delighted by the response to the content we’ve produced for this campaign so far, and we’re excited for everyone to get stuck in and experience the Secret Sauce for themselves.”
Turning the Heat Up in a Tough Market
As brands across the food sector continue to face economic hurdles, GDK’s innovative approach is a game-changer. By tapping into digital influencers with massive reach, the campaign connects with younger audiences in an authentic, culture-first way—helping GDK stand out in a crowded market. The Secret Sauce launch is just the latest example of how both GDK and The Fitting Room expertly merge culinary trends with influencer-driven buzz to fuel growth, even in challenging times.
The excitement doesn’t stop online either: the campaign builds real-world engagement with events like a meet-and-greet hosted by Harry Pinero and Yung Filly, where fans got their hands on free Secret Sauce Burgers served up by the stars themselves, as well as the official VIP launch party which saw celebrity guest attendees such as Maya Jama, Aitch and Krept & Konan.
Creating Buzz, Driving Results
The Fitting Room Agency is known for delivering standout campaigns that not only capture attention but drive tangible results. With GDK’s Secret Sauce collaboration, they’ve once again hit the sweet spot, combining viral influencer content with innovative culinary marketing that positions GDK at the forefront of the fast-casual revolution.
