Yonder Unveils Catchy Campaign for White Castle

Production company Yonder and agency Merkley + Partners have unveiled their latest campaign for popular American restaurant chain White Castle, to celebrate the mighty 20-slider offering, the enticingly named ‘Crave Clutch’.

Directed by Brian Neaman, the comedic campaign, ‘The Crave Clutch Shuffle’, reprises the fictional '90s-RnB-inspired music group ‘The 10 Sacks’, named after the 10-slider bulk menu item. In the mockumentary-style film, the band pulls up to a White Castle Drive-thru, and after discovering the 20-slider offering, hit the studio to write a catchy song dedicated entirely to the Crave Clutch. 

‘The 10 Sacks’ made their musical debut in the first instalment of the campaign, which was also produced by Yonder in 2022. To form the band, Yonder was tasked with casting talented, comedic actors with legitimate musical acumen. Working closely with Merkley + Partners’ creatives and composer Roman Zeitlin, director Brian Neaman and Yonder brought the humorous campaign to life by casting ‘The 10 Sacks’ and creating two original music tracks.

This year’s campaign saw ‘The 10 Sacks’ reunite on screen, and as a result of all their time together on set and in the studio for the previous campaign, ‘The 10 Sacks’ authentic camaraderie plays out on screen. In addition to ‘The 10 Sacks’ band members reuniting, Yonder again worked closely with Merkley + Partners and Roman to bring the ‘Crave Clutch’ song to life, paying particular attention to the chorus, which would be the main focus of the spot.