As it prepares to turn 15 next year, Australian restaurant business Grill’d has launched its first brand campaign in preparation of its next growth phase.
The campaign, created by newly appointed creative agency The Royals, introduces Grill’d’s new brand platform that calls on Australians to ‘Be a Motherlover, not a Motherfaker’.
The brand’s positioning, ‘Burgers from a better place’, will underpin the integrated campaign that highlights Grill’d’s commitment to natural and sustainable business practices that respect Mother Earth.
In addition to the campaign, Grill’d has announced the launch of a new membership program, inviting its most loyal customers to become foundational members ahead of a full launch in January 2019.
The program is part of a new customer experience strategy that includes a focus on best in-class, mobile-first personalised customers experiences, including a new takeaway offering launching in early 2019.
With this Australian-first initiative, dubbed ‘SwingBy’, Grill’d customers will be able to notify the restaurant team as they approach the location so that a team member can be ready and waiting with their takeaway order outside the door.
These experiences will be enabled by new partnerships with Salesforce and Swrve.
Grill’d founder and managing director Simon Crowe said: “The dining landscape has changed dramatically since Grill’d first introduced the concept of a healthy and conscientious burger experience to Australians 14 years ago.
“The purpose of our first-ever brand campaign is to re-define what our restaurants stand for and further differentiate Grill’d from the over-processed Motherfakers we compete against.
“Grill’d has grown from five to more than 130 restaurants because its commitment to burgers that are made with love and from local produce resonates strongly with Australians.
“We know that the opportunity is there for further business growth, despite an increasingly competitive landscape.”
The Royals creative director Andy Jones said: “It’s always a challenge creating an inaugural brand campaign – even more so when the brand’s as loved as Grill’d.
“So, we took things back to the heart of what Grill’d stands for: Grill’d, and the people that eat there, know that more natural, sustainable and locally produced ingredients make for a better tasting burger.”
Grill’d marketing director Col Kennedy said: “From my first day, the vision and expectation of Grill’d has been clear – to deliver world-class customer experiences – and as part of significantly building up our internal capability, we are focused on working with white-hot partners like The Royals, Swrve, Salesforce and Carat to bring this to life.
“We will be unveiling more over the coming months, including exciting new product development.”
Founder: Simon Crowe
CEO: Adam Stapleton
Chief marketing officer: Col Kennedy
Marketing manager: Ingrid Kelly
Creative agency: The Royals
Managing partner: Steve O’Farrell
Creative director: Andy Jones
Associate creative director: Iain MacMillan
Senior creatives: Andrew Grinter and Lee Spencer
Design director: Gavin Wright
Designers: Victoria O’Neill and Zoe Coombs
Senior producer: Brenton Matulick
Senior planner: Heleen Hidskes
Group account director: Matt Parker
Senior account manager: Emma Harrison
Photographer: Danny Eastwood
Producer: Cameron Gray, The Pool Collective
Food stylist: Kirsty Bryson
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
In partnership with storytelling agency Enthral, AFL legend Kevin Sheedy has voiced a ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state, experiencing four lockdowns. Sheedy partnered with Enthral to share a love […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]