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Grill’d uses animated infomercial with decapitated cow to sell grass-fed meat

Burger chain Grill’d has kicked off a content campaign with Vice highlighting the issue of grass-fed versus grain-fed cattle and sheep, with an animated film which ends with a cow being decapitated.

The first instalment of the campaign ‘Inside the grass diet craze’, created by Vice and animation studio Rubber House to promote the restaurant’s “high quality, ethically-sourced meat”, is an animated infomercial in which sheep and cattle spruik how eating grass makes them feel less bloated and tastier.

https://www.youtube.com/watch?v=ciblPDnGfuc

Grill’d founder Simon Crowe told Mumbrella: “The intent for us is to put on the agenda the debate or the discussion around grass-fed versus grain-fed beef and lamb and the fact that we believe it’s of a higher quality and it’s better for the animal.

“It’s a topic we are passionate about but probably needs to be brought forth in the consumer’s thinking, so certainly we’ve been a little controversial in its output but the message itself is a very serious one.

“We know that grass-fed gives the animals the opportunity to roam free and live a life as nature intended.”

He said the campaign will continue to “substantiate and educate” around what “healthy” means for the company.

“The messaging around that is really important and sometimes if you say that only in a low-entertainment manner it doesn’t really resonate strongly, so putting it in the voice of the animal gives it one more dimension and that’s very much to make sure the animal’s welfare is something we put front and centre,” he added.

The content will be supported online via Grill’d owned channels as well as with an online media spend, with the campaign extended in-restaurant with point-of-sale materials.

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