Tahini’s, Canada’s fastest-growing Mediterranean fusion brand, has unveiled its first major brand campaign, “Eat Unbland,” in partnership with Angry Butterfly. The campaign takes aim at the monotony dominating the quick-serve restaurant (QSR) scene, urging Canadians to embrace bold, flavour-forward dining and to “upgrade their everyday meals.”
In a market saturated with familiar burgers, fries, and reheated chicken sandwiches, Eat Unbland positions Tahini’s as the vibrant alternative Canadians have been waiting for — a brand that brings the richness of Middle Eastern and Mediterranean flavours to the fast-casual table.
“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 see how exciting fast casual dining can be when it’s driven by flavour — not sameness.”
The campaign, which launches this week, will roll out across major Canadian markets where Tahini’s operates. It kicks off with a week-long takeover at Sankofa Square (formerly Dundas Square) in Toronto, one of Canada’s busiest cultural hubs. The activation transforms the landmark into a celebration of flavour and creativity, reflecting Tahini’s mission to inject passion into the country’s quick-serve landscape.
“Tahini’s began with a vision to share the bold, authentic tastes of Mediterranean cuisine with Canadians,” said 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.”
Created by Angry Butterfly, the campaign spans multiple platforms — including out-of-home advertising, transit shelters, paid social media on Meta and TikTok, influencer collaborations, in-store activations, and original digital content. Each element showcases Tahini’s distinctive brand voice: witty, fearless, and flavour-obsessed.
“It’s not every day you get a client who wants to push the boundaries and be genuinely bold,” said Erin Kawalecki, chief creative officer at Angry Butterfly. “Tahini’s had the courage to be audacious and a little cheeky — and the result is a campaign that we hope will get noticed, just like their food.”
The creative work directly parodies the clichés of fast-food advertising, poking fun at generic burgers, lifeless chicken sandwiches, and cardboard-like pizzas. Instead, Tahini’s celebrates the richness of Mediterranean ingredients, the freshness of its recipes, and the colour that comes from authenticity.
At its core, Eat Unbland is more than just a campaign — it’s a movement against predictability. It invites Canadians to break free from the routine, embrace adventure through flavour, and rediscover what real, crave-worthy food can be.
To celebrate the launch, Tahini’s is inviting Canadians to “trade bland for flavour.” Throughout October, customers who bring a receipt from another “bland” fast-food restaurant can receive 10% off their order at any Tahini’s location — a playful way to turn the challenge into a nationwide flavour revolution.
By mixing humour, authenticity, and cultural pride, Tahini’s and Angry Butterfly are not just selling food — they’re serving a reminder that great taste requires boldness. And for Canadians tired of bland, Tahini’s might just be the wake-up call their taste buds were waiting for.
