• by Fern Siegel , 5 hours ago

White Castle, the first fast-food hamburger chain, turns 105 this year. 

Its latest campaign — “Crave Thy Castle” — has two 30-second spots featuring a man in a knight's helmet who satisfies desires for the famous sliders.

The work, Lunch Break and Stop Here, was created by GSD&M, the brand's new agency of record, and targets Gen Z.

Spots run across CTV, OLV, display, radio and social platforms (Meta, TikTok, Snap), including influencer partnerships through February.

“White Castle has one of the most devoted fan bases in fast-food, and we wanted to make that craving impossible to miss,” said Jay Russell, Chief Creative Officer at GSD&M. “This campaign literally brings the urge for a slider to life, making it undeniable.”

In an official partnership with DraftKings, White Castle will step into one of the biggest sports events of the year: Super Bowl LX. There is also a “Crave Thy Victory” prediction contest with $5,000 in total cash prizes. "The Dan Le Batard Show" is creating a custom round-table segment focused on the best bets of the week. The segment will feature a White Castle slider being put into the microwave as a 60-second countdown starts.

“Crave Thy Castle” marks the first work from GSD&M since winning the business in last July. Other agency work includes Ram, Dodge, Capital One and Realtor.com.

White Castle has nearly 345 locations across 13 states.