A panko crumbed and deep-fried lamb brain, wedged in-between a charcoal bun, topped with oak leaf lettuce, tomato, rhubarb, beetroot ketchup, and dripping in a specially-made brainnaise. It’s a thing. And it’s likely to be a hit because Thinkerbell has attached it to The Walking Dead. The Binge Brain Burger is a promotion for Season 10 of the zombie series which is now streaming on Binge, and a collaboration with healthy burger brand, Grill’d – a juxtaposition that has to make you smile.

The campaign will be supported across PR as well as dedicated OOH, radio, print, social, digital ATL spend and in-store restaurant activations.

Thinkerbell executive creative tinker, Tom Wenborn, stated, “It has been bloody good fun working with Binge and Grill’d to create the Binge Brain Burger. For too long zombies’ dietary needs have been overlooked. So, we hope this campaign helps Aussies get into the right frame of mind before they sink their teeth into the season 10 return of The Walking Dead. Making this limited-edition burger available at Grill’d restaurants around the country means none of the undead need miss out.”

The Binge Brain Burger is available for free at select Grill’d restaurants nationwide (except NT & Tas) on Saturday March 6 and Sunday March 7 until stocks last. Fans who are new to Binge and get their hands on a burger will also receive a complimentary month-long Binge subscription.

Alison Hurbert-Burns, executive director, Binge, commented, “For those who haven’t sunk their teeth into this hit zombie series, it’s never too late with Binge. We invite you to wrap your hands around a Binge Brain Burger and enjoy the hype of the world’s best zombie show – but you better be quick.”

Simon Crowe, founder and managing director, Grill’d, said: “Creating the brain burger in partnership with Binge seemed absolutely the right occasion to help celebrate the return of The Walking Dead. Every Grill’d burger is 100% natural, with zero artificial colours, flavours or preservatives, made using the freshest ingredients. Lamb brains are no different.”

Find Binge Brain Burger details on the Grill’d website.

Credits:

Client: Binge
Executive Director: Alison Hurbert-Burns
Head of Communications: Asha Burns
Head of Marketing: Annabelle Greene
Marketing Manager: Kara McEwan

Creative & PR: Thinkerbell
Executive Creative Tinker: Tom Wenborn
Lead PR Thinkers: Tarah Miller & Taylor York
Creative Tinker: Cale Berry & Josh Parmenter
Head PR Thinker: Natalie Duncan
Production Thinker: Paul Leaning
Chief Thinker: Adam Ferrier
Chief Creative Tinker: Jim Ingram
Design Tinker: Jack Dinsmoor
Thinker: Lauren Shelley

Photography: Tom Franks

Client Partner: Grill’d Healthy Burgers
Founder & Managing Director: Simon Crowe 
Marketing Director: Kerrie Wade
Head of Menu & Beverage: Joshua Powell
Head of Design: Celeste Mackay
Head of Brand Marketing: Grace Eadie
Brand Manager: Grace Fox
Food & Beverage Innovation Manager: Ben Koning