• by Fern Siegel , July 23, 2025

Famed hamburger chain White Castle, which debuts its first TV commercial in 1960, has named Austin, Texas-based GSD&M as its creative and media agency of record.

The decision followed a competitive review.

Lynn Blashford, Chief Marketing Officer White Castle, said the agency “shared a glimpse of a future state for the brand we can build together ... exactly the type of partner we crave.”

The 104-year-old family-owned business is know as the creator of the original slider, a square hamburger, and launching the first fast-food chain. Today, it has 340 restaurants in 14 states. Its founder, Billy Ingram, is credited with the first carry-out concept, unveiling the tag: "Selling 'em by the sack."

The restaurant even inspired the 2004 movie: “Harold & Kumar Go to White Castle.”

GSD&M will handle creative, strategy, media, experiential and social. First work is expected in early 2026.

“White Castle is an American icon with a passionate cult following. We’re proud to have the opportunity to turn up the heat on this brand, ignite cravings, and drive more love for the one and only slider,” said Lee Newman, CEO of GSD&M. “When creative, media, and social work as one, we can tell more powerful stories and ensure White Castle’s voice is everywhere culture happens.”

GSD&M’s clients include Pacific Life, Corona, Capital One, Dodge and Southwest Airlines.