German Doner Kebab (GDK), and its franchisee, Strava Group engaged Harris PR to launch the brand into Ireland for the very first time and do it loudly.
Entering a QSR market saturated with established players and culturally cool brands, GDK needed to cut through fast, introduce itself to Irish consumers, and redefine what a kebab means for a new, Gen Z-led target audience.
The challenge was to position GDK as not just another kebab, but a premium, culturally relevant brand with global credibility, and make its Irish debut impossible to ignore.
To announce GDK’s arrival, we first targeted business and news media with a press release, outlining the brands expansion plans in Ireland and commitment to the Irish economy and job creation. This early announcement laid the foundations for the opening of its first outlet at Liffey Valley shopping centre, driving brand awareness, anticipation, and recruitment leads.
To build real-time buzz amongst key opinion formers and their followers, we invited three Gen-Z foodie content creators to GDK’s Newcastle site weeks prior to launch for a first taste, capturing FOMO-fuelled reactions that amplified excitement ahead of the Dublin opening.
With anticipation built, the official launch event at Liffey Valley saw media and influencers among the first to visit, and consumers given the chance to win one of 500 free kebabs on offer across launch week. GDK’s hero menu items, from the iconic OG Kebab to Doner Boxes and Boss Boxes, reframed the kebab as something fresh, modern and worth queueing for.
Driven through press, social and online coverage, we ensured Gen Z audiences saw it, shared it, and showed up.
The launch saw extensive coverage achieved across print, online and social, including strong local, business and lifestyle titles that helped fast-track credibility from day one. But more importantly, people showed up hungry. The 500 free kebabs disappeared fast, queues formed, socials lit up, and FOMO did exactly what it does best, turning first bites into first fans.
This translated to tangible, revenue generating results, with Liffey Valley becoming GDK’s most successful opening in history, setting a new record for the brand internationally.
With one store delivered, the scene is set for the brand’s nationwide rollout over the coming decade.
Denny brings a rich and varied background across PR, HR, and theatre production, with PR agency experience and an in-house role with The Gate Theatre, as well as several roles in the HR sector. After taking time to travel and pursue further studies, he returned to the world of PR in 2025, joining the Harris PR team where he supports clients in the food, motoring, retail, festivals & events, and NFP sectors.
Denny’s creative waters run deep, and his communication skills, signature energy and collaborative approach make him an invaluable addition to the team.
Vika joined Harris PR following her selection as the recipient of the 2025/26 Harris PR Diversity, Equality and Inclusion Bursary, developed in partnership with the Public Relations Institute of Ireland (PRII) and the Open Doors Initiative. Originally from Ukraine and displaced by war, Vika came to Ireland in 2022 and brings over eight years of experience in communications including a wealth of strategic insight, creativity, and international perspective.
As part of the Bursary, Viktoriia is completing the PRII Diploma in Public Relations, combining academic study with hands-on agency experience at Harris PR, where she supports clients in the retail, health & wellness, festivals and NFP sectors.
Eve is a skilled communications specialist who joined Harris PR in 2026 bringing extensive experience in strategic PR across the business, technology, and consumer sectors.
Eve previously spent over four years at tech-focused communications agency Beachhut PR, where she delivered strategic positioning, executive profiling, and global media relations for high-growth companies and multinational brands, often translating jargon heavy language into clear messaging. Her experience spans fintech, automotive, e-commerce, Web3, med-tech, supply chain, and enviro-tech industries.
She plays a key role in shaping and delivering integrated communications strategies, working closely with clients to build strong narratives, deliver insight-led storytelling, and drive meaningful media engagement.
Emma started her career in Internal Communications before undertaking a Masters in Public Relations and Strategic Communications. She moved on to become a Public Relations Manager in a fast-paced retail environment for over two years before joining Harris PR in 2025.
Experienced in delivering and executing PR campaigns across corporate, consumer and sustainability communications, whilst nurturing brand reputation, Emma manages clients in the health & wellness, retail, festivals and NFP sectors. A true media relations pro, her passion lies in storytelling and identifying news angles that will generate positive coverage while landing key messages.
With over 20 years’ experience, both agency and in-house, Niamh is a versatile and passionate PR expert who joined the Harris PR team in 2020.
During the course of her career she has worked with a broad range of corporate entities and consumer brands from industries spanning retail, telecoms, and FMCG, and has been the recipient of a number of PRCA awards in recognition of her work. She later served on the judging panel for the annual industry awards for several years.
Niamh specialises in strategy, planning, media relations and influencer management at Harris PR, and is the account lead for a number of brands in the retail, food & beverage, health & wellness and travel & tourism sectors.
Sonia established Harris PR in 2009, following a decade in agency PR and three years as a journalist with the Sunday Independent. Her vision is to provide a truly people centric service, delivering standout creative work that moves the dial, while acting as an extension of client teams
While taking an active role in client work, alongside running the business, Sonia is responsible for strategic counsel, creative oversight and KPI delivery. She has advised multinationals, start-ups, NFPs, and more over the course of her career and is deeply committed to advancing the PR industry by investing in talent and building an agency culture rooted in fairness and inclusivity.
Sonia is committed to advancing DEI in the PR Industry, and recently commissioned research and prepared the first benchmark report and toolkit for employers on the state of DEI in PR Ireland. An active member of the PRII, and co-founder of the DEI PR Bursary now in its third year, Sonia has recently joined the board of the PRCA, and is committed to driving more inclusive hiring and workplace practices throughout the industry.
