Campaign: Grill’d Video Series Parodies Health Fads

Campaign: Grill’d Video Series Parodies Health Fads

Extreme paleo living, over the top detoxes and what not to eat. Trying to stay on top of the latest diet fads is a futile exercise and this extreme behaviour is parodied in a new video series by healthy burger group Grill’d.

To support the launch of the new Low Carb SuperBun that makes all Grill’d burgers low carb, the first of two branded content videos from Magnum PR 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.

Building on the ‘Healthy. Healthier’ low carb burger positioning, the ‘Healthy Girl’ video takes a comedic approach to shine a spotlight on the extreme behaviours and general confusion around diets, food terms and exercise in a tongue-and-cheek way, ultimately conveying that with the introduction of the world restaurant first Low Carb SuperBun, ‘Healthy just got easier!’

Simon Crowe Grill’d Founder and MD said: “As a brand we have never used above-the-line advertising and don’t plan on doing so, hence the importance of word-of-mouth marketing, branded content and social media to get our brand message out there.

“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 said: “We’ve loved working with Grill’d on our first campaign to drive greater brand awareness. We found a natural hook in all the over the top diet fads out there, and as soon as we heard people in our own office saying some of these lines we knew we were on to something.”

‘Healthy Girl’ is live now and the second content video ‘Healthy Guy’ goes live at the end of November on the Grill’d YouTube channel  


Client: Grill’d

Creative Concept: Magnum PR

PR & Social: Magnum PR

Production: The Precinct

Writer/Director: Richard Vilensky

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