Grill’d is fighting evil. That evil comes in the form of a villainous clown plying children with plastic toys, a crop sprayer spreading toxic chemicals over fields and a producer pumping cows with body-building stuff. Grill’d has become a “righteous burger vigilante”, in the form of an animated burger superhero “fighting for what is right in an industry of unsustainable, unnatural and unhealthy food practices”.
The Monkeys and Grill’d are not pulling any punches when it comes to differentiating the chain from the competition. This is brave, provocative advertising that will trigger conversations, no question, and the kind of work that made The Monkeys famous.
Hugh Gurney, creative director at The Monkeys, explained, “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, added, “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 new campaign was delivered to a vast chunk of Australians in its first airing – during the AFL Grand Final on Saturday, September 25.
“Consumers are more concerned than ever about the impact their consumption has on others and the planet,” stated Simon Crowe, founder of Grill’d. “This campaign highlights our ongoing commitment to sustainable, natural and healthy practices – as well as delicious burgers.”
Grill’d has developed the credentials to back up its eco-vigilante stance.
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 added.
“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.”
The campaign launched in WA and QLD, and will run on broadcast television, BVOD, radio, online, and across social.
Founder & Managing Director: Simon Crowe
Chief executive Officer: Adam Stapleton
Marketing Director: Kerrie Wade
Head of Brand: Grace Eadie
Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer, Melbourne: Paul McMillan
Chief Creative Officer, Melbourne: Ant Keogh
Creative Directors: Hugh Gurney & Joe Sibley
Group Account Director: Sophie Gosper
Account Director: Tom Patterson
Account Manager: Isaac Montebello
Chief Strategy Officer, Melbourne: Mike Derepas
Head of Production: Romanca Mundrea
Senior Producer: Jo Alach
Senior Craft Designer: Raph Tamkalis
Senior Designer: Chris Thompson
Founder & Planning Director: Dianne Richardson
Account Director: Sam Waldren
Production Company: Unlisted
Executive Producer: Katie Mackin
Producer: Su Mei Chia
Director: Gary Levesque
Producer: Claire Madigan
Songwriter: Hugh Sibley
Music Production: Electric Dreams
Shred-lord: Tom Rouch
Music Executive Producer: Leyla Varela
Sound Design: Squeak E. Clean Studios
Head Sound Designer: Paul Le Couteur
Executive Producer: Ceri Davis
Photography: Adrian Lander