CREATING A BRAND FROM SCRATCH SINGLE-HANDEDLY: KASAPDONER
Awards & Recognition: KasapDoner became #1 brand in its category, surpassing global brands like McDonald’s and Burger King.
AT SOME POINT I STARTED MY OWN BUSINESS AND KASAPDONER WAS MY FIRST CLIENT. AS MY ONLY EMPLOYEE, I WORE MANY HATS FOR THIS PROJECT: CREATIVE DIRECTOR, COPYWRITER, ART DIRECTOR, STRATEGIST, ACCOUNT DIRECTOR. WHILE I WAS AT IT, I EVEN PRODUCED AND DIRECTED THEIR COMMERCIALS.
Every country has their speciality. Belgium has the chocolate, Germany has beer, Italy has the pizza, America has the hamburger and Turkey has the doner (aka shawarma, also shaurma). Doner is one of the most popular fast foods in the world. But even in its own country, there has never been a doner brand. Like the rest of the world, the Turkish fast food market has been dominated by burger brands. How do you break into cut-throat market dominated by global brands like McDonald’s and Burger King?
A “burger” is not just food, it represents the American culture. Turkish people are proud of their country and we wanted to remind them that they had a better option. Their own traditional fast food.
KasapDoner is made of 2 individual words. Kasap and Doner. In Turkish, the word "kasap" means "butcher". The founders have been butchers since 1946 so I wanted to highlight their expertise and heritage. This is also communicated through the cleaver in the logo.
I came up with three short TVC’s and used the most symbolic feature of doner as the hero: the doner knife. In each film, we see the knife cut something that represents American culture into two. The campaign is built on the political and social tensions between Turkey and the US.
Even with our limited budget, the campaign was a huge success. KasapDoner became famous overnight and has become Turkey's fastest growing fast food chain.
The storyboard and the other drawings I made before the shoot to make sure we have everything covered.
Behind the Camera
SOME OF THE RESTAURANTS AROUND THE COUNTRY
KasapDoner reached almost 60 restaurants in just 3 years.