Grill’d has launched its first major brand campaign, taking aim at evil with the help of a righteous burger vigilante.
The campaign, developed by The Monkeys, part of Accenture Interactive, first aired on Saturday during the AFL Grand Final, featuring a fearless burger vigilante who boldly sticks up for what is right in an industry of unsustainable, unnatural and unhealthy food practices.
This animated hero takes on evil scientists, eco-villains and a toy-toting clown in his quest to make the world a better place.
“Consumers are more concerned than ever about the impact their consumption has on others and the planet,” said Simon Crowe, founder of Grill’d.
“This campaign highlights our ongoing commitment to sustainable, natural and healthy practices – as well as delicious burgers.”
Since opening in 2004, Grill’d has grown from a single restaurant in Melbourne to over 150 restaurants Australia-wide. In this time, Grill’d has cemented itself as the healthy, guilt-free solution to fast-food – while helping Australians to consume more consciously.
In the past 12 months, Grill’d recycled over 660,000 litres of cooking oil to create biodiesel; all Grill’d packaging is made from cardboard and paper sourced from sustainable forests; and as of last week, 62 restaurants have been converted to green power.
Grill’d has an Australia-first sourcing promise and works with local farmers and suppliers to keep its food distribution footprint low, and ensure all products are made with the freshest ingredients.
“Grill’d has always worked to create a better food industry – whether it be through our support of local communities and supply chains, or by investing in more sustainable practices,” Crowe said.
“We’re excited to be launching our new ‘Righteous Burgers’ brand campaign, which captures our ambition to be the healthy and sustainable solution to the fast-food category.”
“We hope this campaign will continue to drive home our mission with consumers – to lead the industry in making healthier, better burgers for ourselves and the planet.”
Hugh Gurney, creative director at The Monkeys, said: “In the burger industry, there are many villains. The world needed a hero. So, we created a vigilante that was part Batman, part Beatrix Kiddo, and part burger. The campaign seeks to establish ‘Righteous Burgers’ as an enduring brand idea, which inspires loads of incredible creative ideas in the future.”
Joe Sibley, creative director at The Monkeys, said, “we drew inspiration from the introductions of shows like Captain Planet and Teenage Mutant Ninja Turtles… heroes in a half-shell, turtle power! We wanted the campaign to be distinctive, memorable and — most importantly — wildly enjoyable.”
The campaign launches this week in WA and QLD, and it will run on broadcast television, BVOD, radio, online, and across social.
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]
TPG Telecom has announced it will hold a creative pitch to further develop the Vodafone brand here in Australia. Last year’s merger between Vodafone and TPG brought together a family of brands under the TPG Telecom group, with the creative shift to position Vodafone for the future. While Vodafone’s long-standing relationship with WPP will continue, […]
Following 18 months of intermittent lockdowns across Australia, shopping centre giant Westfield is launching a new service that will tap into the ecommerce boom. The new service, named Westfield Direct, will take on the likes of Australia Post by providing shipping directly to customers. Shoppers will also be able to select items from an online […]
SBS has been recognised as one of Australia and New Zealand’s Most Innovative Companies, in the prestigious annual list published by the Australian Financial Review and Boss Magazine, from over 700 nominated organisations. Ranked third on the Media and Marketing list, SBS was the only media company to make the list, recognised for its growing and evolving multilingual digital services, exemplifying SBS’s innovative culture and strategy. SBS provides multiplatform services in more than […]
Twitter has confirmed it is experimenting with a new ad format which will see ads placed within conversation threads for the first time. The company’s Revenue Product Lead Bruce Falck made the announcement on Thursday. “Starting today, we’re trying something different and testing a new ad format in Tweet conversations,” he posted on Twitter. “If […]
In exciting news today, Mushroom Group is thrilled to announce much lauded Aussie music program The Sound will return to the ABC this November! Celebrating some of our best musical talents since its launch in 2020, The Sound Season 3 will debut on Sunday 7 November at 5.30pm (local time). Viewers can watch The Sound on ABC TV each Sunday afternoon or catch up with the latest episodes via ABC iview. Across Season […]
Strategic design and innovation company AKQA has received the top industry ranking in the 2021 AFR Boss Most Innovative Companies List. This is the third consecutive year the company has been acknowledged by the AFR for its commitment to innovation in the media and marketing category. The Most Innovative Companies Awards were presented via a […]
National news brand, The Australian, has launched a new podcast from Hedley Thomas, Shandee’s Story. Shandee’s Story is the culmination of six months’ work by Thomas, the award-winning investigative journalist behind The Teacher’s Pet and The Night Driver podcasts. The podcast investigates a harrowing cold case. Shandee Blackburn was left to die after a frenzied knife attack as she walked […]
Greater Bank has won a Silver Award at the 2021 Step Two Intranet & Digital Workplace Awards with its Intranet Built on the Elcom Digital Employee Experience Platform. The global awards recognise outstanding contributions to the fields of intranets and digital workplaces, honouring remarkable solutions that deliver business value to their organisations and then share […]
Two new research reports have revealed key drivers for ‘commerce content’ and the massive revenue opportunity it presents for digital publishers and brands. Published by independent media organisations, commerce content allows readers to understand the goods and services promoted by an editorial team. It’s now a major part of the partnership ecosystem, and a way […]