Grill’d launches first major brand campaign via The Monkeys

27 September 2021

Creative Agency: The Monkeys

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A vigilante that is part Batman, part Beatrix Kiddo and part burger.

The Righteous Burgers campaign highlights Grill’d’s commitment to sustainable, natural and healthy practices.

The campaign, developed by The Monkeys, part of Accenture Interactive, debuted during the AFL Grand Final on September 25. It launches this week in WA and Queensland, and it will run in broadcast television, BVOD, radio, online, and social.

It features a fearless burger vigilante who sticks up for what is right in an industry of unsustainable, unnatural and unhealthy food practices. This animated hero takes on evil scientists, eco-villains and a toy-toting clown in his quest to make the world a better place.

Grill’d founder Simon Crowe says the campaign reflects the concerns of consumers.

“Consumers are more concerned than ever about the impact their consumption has on others and the planet,” Crowe says.

“This campaign highlights our ongoing commitment to sustainable, natural and healthy practices – as well as delicious burgers.”

The Monkeys creative director Hugh Gurney says Righteous Burgers will be an enduring brand idea.

“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,” Gurney says

The Monkeys creative director Joe Sibley says the superhero character makes the campaign distinctive.

“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,” Sibley says.

Grill’d opened in 2004. In the past 12 months it recycled more than 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 says.

Client: Grill’d
Founder and Managing Director: Simon Crowe
CEO: 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 Director: Hugh Gurney
Creative Director: 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

Media: PMG
Founder & Planning Director: Dianne Richardson
Account Director: Sam Waldren

Production Company: Unlisted
Executive Producer: Katie Mackin
Producer: Su Mei Chia

Animation: WIZZ
Director: Gary Levesque
Producer: Claire Madigan

Songwriter: Hugh Sibley
Music Production: Electric Dreams
Shred-lord: Tom Rouch
Music EP: Leyla Varela

Sound Design: Squeak E. Clean Studios
Head Sound Designer: Paul Le Couteur
EP: Ceri Davis

Photography: Adrian Lander

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