Binge and Grill’d launch limited edition lamb brain burger

For the final 6 episodes of season 10 of The Walking Dead on Binge, the entertainment streaming service from Foxtel has partnered with Grill’d to release the Binge Brain Burger, featuring panko crumbed and deep-fried lamb brain.

The initiative, from Thinkerbell, will see the charcoal bun burger only become available at select Grill’d restaurants over the weekend of 6 and 7 March. New customers to Binge that purchase the Binge Brain Burger and complimentary one month subscription to the service.

To support the launch of the burger, a campaign will be appearing on out-of-home, radio, print, social, digital above-the-line and in-store.

Binge’s executive director, Alison Hurbert-Burns, said: “The Walking Dead is the world’s biggest zombie show, captivating a huge global audience with its post-apocalyptic horror story across ten seasons. And we can’t wait to pick up the story with these six new episodes streaming weekly from 1 March.”

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

Thinkerbell is Binge’s public relations agency of record, and has produced a number of initiatives for the streaming service including murals of the cast of HBO drama The Undoing, and a range of ‘inactivewear’ designed for optimum lounging at home.

“It has been bloody good fun working with Binge and Grill’d to create the Binge Brain Burger,” Thinkerbell executive creative thinker, Tom Wenborn.

“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 ‘The Walking Dead’. Making this limited edition burger available at Grill’d restaurants around the country means none of the undead need miss out.”


Client: Binge
Client Partner: Grill’d
Creative & PR: Thinkerbell
Photography: Tom Franks


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