The Royals has launched Grill’d’s first brand campaign with ahead of the Australian restaurant chain’s fifteenth anniversary year, 2019. The campaign will be supported by an all-new membership program and a very different approach to its takeaway offering.

Grill’d’s new Motherloving brand platform 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’s new membership programme invites the most loyal Grill’d customers to become foundational members ahead of a full launch in January 2019. Also launching is 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. The two experiences will be enabled by new partnerships with Salesforce and Swrve.

Grill’d founder and managing director, Simon Crowe, commented, “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, added, “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 who eat there, know that more natural, sustainable and locally produced ingredients make for a better tasting burger.”

Credits:

Agency: The Royals

Managing Partner: Steve O’Farrell
Creative Director: Andy Jones
Associate Creative Director: Iain MacMillan
Senior Creatives: Andrew Grinter & Lee Spencer

Design Director: Gavin Wright
Designers: Victoria O’Neill & 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

Client: Grill’d
Founder: Simon Crowe
Chief Executive Officer: Adam Stapleton
Chief Marketing Officer: Col Kennedy
Marketing Manager: Ingrid Kelly