Grill'd
We made Australia rethink meat on the spiciest platform possible.
Grill'd
We made Australia rethink meat on the spiciest platform possible.
A plant-based burger launch that became a genuine cultural conversation. 310M reach. 637% over KPI. 100% positive sentiment.
Grill'd had a real story to tell, free-range ingredients, community giving, independent spirit, but those values weren't cutting through in a crowded market. The brief was to make the brand matter again, not just advertise more. We built the Healthy Burgers, Healthy Planet platform as the strategic anchor and executed a series of campaigns that earned their results through cultural relevance, not media weight.
For the Fable plant-based launch, we partnered with Heston Blumenthal, earning attention through genuine collaboration with one of the world's most respected chefs. For the Impossible Burger, we worked with The Inspired Unemployed on an OnlyFans concept that turned a product launch into a piece of culture. Neither campaign was the expected approach. Both earned exactly the kind of coverage and conversation you cannot manufacture.
Fable: 105M reach (486% over KPI). Impossible: 310M reach (637% over KPI). 100% positive sentiment across both. Marketing Magazine named the Impossible campaign one of its favourite campaigns of 2021. The proof that uncommonly good strategy earns uncommonly good results.
A plant-based burger launch that became a genuine cultural conversation. 310M reach. 637% over KPI. 100% positive sentiment.
Grill'd had a real story to tell, free-range ingredients, community giving, independent spirit, but those values weren't cutting through in a crowded market. The brief was to make the brand matter again, not just advertise more. We built the Healthy Burgers, Healthy Planet platform as the strategic anchor and executed a series of campaigns that earned their results through cultural relevance, not media weight.
For the Fable plant-based launch, we partnered with Heston Blumenthal, earning attention through genuine collaboration with one of the world's most respected chefs. For the Impossible Burger, we worked with The Inspired Unemployed on an OnlyFans concept that turned a product launch into a piece of culture. Neither campaign was the expected approach. Both earned exactly the kind of coverage and conversation you cannot manufacture.
Fable: 105M reach (486% over KPI). Impossible: 310M reach (637% over KPI). 100% positive sentiment across both. Marketing Magazine named the Impossible campaign one of its favourite campaigns of 2021. The proof that uncommonly good strategy earns uncommonly good results.
