Grill’d launches new sustainable grass-fed beef, via Alt/shift and Hooves
Grill’d has partnered with Alt/shift and Hooves to spread the word about its new sustainable, grass-fed beef called Gamechanger, which produces two-thirds fewer methane emissions than regular cattle.
The announcement:
Today, healthy burger restaurant chain Grill’d is rolling out a world-first sustainable, grass-fed beef called Gamechanger; made from Black Angus cattle that produce two-thirds fewer methane emissions than regular cattle thanks to a seaweed-fed diet.
To spread the good word about the launch of Gamechanger beef, Grill’d has partnered with communications agency alt/shift/ and production company Hooves to create a tongue-in-cheek mockumentary featuring two hate-to-love characters Beefweeder and Algae, and a terribly catchy seaweed jingle.
The content will run across YouTube, TikTok, Instagram, Facebook and Grill’d’s owned channels.
“Grill’d has taken another incredible step in sustainablity and the best way to explain to Australians what we are doing was via two loveable characters going on a journey together to reduce methane emissions,” says Grill’d chief marketing officer Ben Goss.
Video director Pat Mooney says: “We can’t wait for Australians to meet Beefweeder and Algae as they venture to solve the problem of methane emissions.”
“Our job was to educate and entertain Australians, while simplifying the message to mark this exciting moment for Grill’d, and beef lovers across the country, whom we hope feel the same optimism as our leading characters.”
“As an agency, we really pride ourselves on work that makes a social impact whilst also flexing the amazing minds of our planning, creative and PR teams. We think this campaign embodies just that,” says managing director of alt/shift/, Elly Hewitt.
In partnership with Sea Forest and validated by the University of New England, Grill’d has developed an innovative way to feed its grass-fed cows Asparagopsis (a native and natural Tasmanian Seaweed), to reduce their methane emissions by up to 67 per cent, with ongoing live trials on the Grill’d farm targeting 90 per cent. This world-first trial will revolutionise the grass – fed beef industry, leading the way for others and helping smash national targets signed by the Federal government to reduce methane emissions by 30 per cent by 2030.
Grill’d has always been at the forefront of championing change in the industry; from serving deliciously healthy, 100% natural and guilt-free burgers, to using RSPCA approved chicken, free-range eggs, buns baked daily with no artificial colours, flavours or preservatives, all sourced from local suppliers.
One of the brand’s core areas of focus is progressive and sustainable farming. Grill’d’s burger patty production facility and 61 restaurants purchase 100% Green Power to support renewable energy regeneration in the making of their burgers, and the freshest local ingredients (solar-powered lettuce, anyone?) are always used where possible.
Source: alt/shift/
