Campaign: Grill’d Launches Second Parody Video ‘Healthy’ Guy
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.”
CREDITS:
Client: Grill’d
Creative Concept: Magnum PR
PR & Social: Magnum PR
Production: The Precinct
Writer/Director: Richard Vilensky
Please login with linkedin to comment
Assembly Clemenger BBDO Sydney Colenso BBDO creative director digital directorLatest News
JCDecaux Unveils Giant Melbourne Wrap Around OOH Site
JCDecaux has unveiled its latest innovation, JCDecaux ICON. This unique wrap-around site is one of the largest Digital Large Format screens in the Southern Hemisphere, promising to captivate audiences and offering exceptional brand exposure in the heart of Melbourne’s bustling St Kilda Junction. Steve O’Connor, Chief Executive Officer, JCDecaux Australia and New Zealand, said: “JCDecaux […]
Brazilian Ad Agency Africa Creative Releases Powerful Gay Conversion Therapy Film
Following its premiere at the Cortina Film Club, the short movie is being made available on TikTok and Instagram to drive greater awareness of persistent anti-LGBTQIAPN+ policies and practices “The Cure” brings critical attention to the contemporary cruelties associated with homophobia with a searing story that takes aim at a history of harmful attitudes and […]
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The PGA of America has signed a landmark deal with ESPN Bet, becomming the first men’s golf major to sign a sports betting partnership. Meanwhile, St Kilda has locked down its defence in a new deal with NordVPN. Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside […]
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
CommBank Matildas’ Mackenzie Arnold and head coach Tony Gustavsson will join this year’s Vivid Sydney taking part in an inspiring Vivid Ideas conversation at Sydney Town Hall on Monday, 10 June. Champions of Change: Mackenzie Arnold and Tony Gustavsson will explore the dynamic between coach and athlete, offering an in-depth look at the pressures and […]
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.