Five Guys at DXB
During my internship at MullenLowe MENA, I collaborated with the creative team, led by Prerna Mehra, to develop a launch campaign for the new Five Guys restaurant at Dubai International Airport — the brand’s first airport location outside the U.S., and its first licensed store in the region. The restaurant featured a UAE-exclusive breakfast menu, aiming to deliver comfort and familiarity to travellers in a high-traffic transit space.
Problem
The challenge was introducing a familiar brand in an unfamiliar setting: a fast-paced, high-traffic airport environment. We needed a campaign to cut through the noise, grab attention, and build excitement.
Insight
To introduce a familiar brand in an unfamiliar setting, we reimagined Five Guys as an airline —a context every traveller instantly understands. By speaking the language of airports, we made the brand feel native to the environment while standing out memorably.
Solution
We placed branded peanut sacks on airport baggage belts to build anticipation as a teaser. On launch day, we added the Five Guys flight number to the arrivals screen, letting everyone in the airport know that Five Guys had arrived. These activations were supported by a content strategy that included influencer engagement and platform-specific social media. The result: over 11 million views and 1.7 million engagements, turning the launch into a viral moment and firmly establishing Five Guys as a go-to comfort food spot for travellers.
Read more about the campaign here: https://campaignme.com/five-guys-open-doors-at-dubai-international-airport/
