Healthy burger chain Grill’d has appointed Sydney-based Magnum PR as its brand communications agency following a competitive pitch.

Magnum PR will be responsible for developing and delivering the brand’s PR, campaign media, content production and digital strategy as well as managing its growing social media communities across Facebook, Instagram, Twitter and YouTube.

Grill’d Founder and MD, Simon Crowe, said: “As a brand we have never used above-the-line advertising and don’t plan on doing so, hence the importance of selecting a PR agency with the strategic planning, creative and media relations skills that Magnum PR has. We built a good reputation early on and most of it was through word of mouth and PR, and this is even more important today with social media becoming an increasingly important part of the business. We’re really pleased to have selected the team at Magnum to deliver this for us.”

Katie Barclay, director, Magnum PR said: “We’re thrilled to be able to play a part in the growing burger revolution that Grill’d has helped establish over the past 10 years.  We felt a real affinity for the brand and Simon’s refusal to accept that ‘chain’ and ‘gourmet’ are mutually exclusive terms.  We’re incredibly excited to lead the brand’s content and communications strategy and help encourage Aussies to experience a better fresh home-grown take on the beloved burger.”