Guzman y Gomez (GYG) has announced the launch of the BBQ Chicken Double Crunch calling it the Wildest menu item ever, and it’s already blowing up socials across Australia.
The hype didn’t start on launch day; it started the weekend prior when GYG dropped a three-part teaser series across its socials which blew up—racking up hundreds of thousands of views in hours and sending fans into full-blown detective mode.
The series starts with Steven Marks, GYG founder and co-CEO challenging GYG’s director of culinary and chef Nate Appleman and his team to create a brand-new menu item in one hour that is: “delicious”, “fun” and “guaranteed to make people LOSE their minds!!!”
@guzmanygomezauSET YOUR ALARMS!!! ⏰⏰⏰ GYG’s NEW BBQ CHICKEN DOUBLE CRUNCH LAUNCHES TOMORROW!!!♬ original sound – Guzman y Gomez
The campaign is built for social, largely shot on a fish-eye lens to bring street vibes, and heroes the crunch sound to tap into the viral ASMR trend. Launch creative has began being rolled out as of December 9 across TikTok, Instagram, YouTube, Facebook, Snapchat, with additional amplification across digital large formats, street furniture Clubby Sports Podcast network and Netflix and Prime Video—plus GYG’s app and in-restaurant channels.
Food content creator Nectorious Papi was the first to try BBQ Chicken Double Crunch, calling it “a party in his mouth…and one of the favourite things he’s ever eaten at GYG”. With hundreds of creators already lined up and fans in frenzy mode, BBQ Chicken Double Crunch is shaping up to be one of GYG’s most iconic product launches ever.
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