July 4th 2023 marked the 10th anniversary since iconic burger brand Five Guys entered the UK market. For Halpern, this also represented a decade-long partnership, introducing the quintessentially American restaurant to foodies in Covent Garden first, then taking over the nation with over 150 restaurants across England, Scotland, Northern Ireland and Wales.
To celebrate the big anniversary, Five Guys scheduled the launch of its second merch drop for July 4th, tasking us with creating brand buzz through a creative, yet authentic campaign.
In a nod to Five Guys’ commitment to source fresh, British produce for its restaurants, we brought to life ‘Haute Potato,’ a photoshoot staged at one of the farms in Nottinghamshire providing fresh spuds for the brand’s much loved hand-cut fries. Using Five Guys employees as models, the shoot built on the original hype of the first merch launch, solidifying Five Guys’ reputation as one of the coolest F&B brands on the market, with the news being picked up by the likes of Evening Standard, The Industry Fashion and more.
