Over-the-top gym behaviour, paleo confusion, unbalanced protein diets or this week’s hot new super-food. Trying to stay on top of the latest health fads is a confusing and futile exercise and this extreme behaviour is parodied in the latest video by healthy burger group Grill’d – ‘Healthy’ Guy.
It follows the popular first video in the series ‘Healthy Girl’, which has already amassed 300k YouTube views in just two weeks since being published. This time the spotlight is on extreme male behaviours and general confusion of Australian men around diets, food terms and exercise, delivered by a comedic character in a tongue-and-cheek way.
The branded content video series was created by Magnum PR to support the launch of the new Low Carb SuperBun that makes all Grill’d burgers low carb. It has been published across the brand’s social media channels and is being amplified by PR, influencer seeding and paid media including Mamamia and Pages Digital. The aim is to deliver a simple message that the introduction of the Low Carb SuperBun makes the Grill’d menu even healthier, and therefore being healthy even easier.
Simon Crowe, Grill’d founder and MD says: “Word-of-mouth marketing, branded content and social media are all key focuses for us to get our brand message out there, rather than traditional above-the-line marketing.
“Our philosophy has always been about quality fresh ingredients and nutrient dense food, however more recently we’ve seen a lot of confusion out there and people going to some pretty crazy extremes ‘to be healthy’. At Grill’d we aren’t interested in these passing fads, rather choosing to be guided by the latest research regarding the long term benefits of a low carbohydrate diet. With the Low Carb SuperBun, we can now offer all of the burgers on our menu as a low carb option, allowing more people to be able to enjoy burgers in a contemporary, premium and healthy way.”
Matt Holmes, creative director Magnum PR adds: “It’s been great seeing people engage with the video across social media in the past fortnight and make a difference through product and brand awareness. Engaging content like this is helping to continue to grow the Grill’d social media community across all channels while also creating new advocates in the health space. The bar is now set to see whether our male character and the scenes and behaviour we’re calling out resonates as well.”
Creative Concept: Magnum PR
PR & Social: Magnum PR
Production: The Precinct
Writer/Director: Richard Vilensky