Grill’d takes aim at fast food clowns in first campaign via The Monkeys

Burger restaurant chain Grill’d has launched its first major brand campaign via The Monkeys, part of Accenture Interactive, titled ‘Righteous Burgers’.

The campaign sees a heroic animated burger defeat various bad guys, such as plastic toys and chemicals.

In one of the 30 second spots, a figure who resembles McDonald’s mascot Ronald McDonald is seen attempting to sell plastic toys to children, only to be thwarted by a superhero burger. The spot ends in the line: “He’s a righteous burger guy”.

Founder of Grill’d Simon Crowe said: “Consumers are more concerned than ever about the impact their consumption has on others and the planet. This campaign highlights our ongoing commitment to sustainable, natural and healthy practices – as well as delicious burgers.”

The Monkeys creative director Hugh Gurney addedd: “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.”

The campaign aired on Saturday 25 September during the AFL Grand Final. It launches in Western Australia and Queensland this week, and will run on broadcast television, BVOD, radio, online and across social.

As part of Grill’d’s sustainability positioning, the brand has also recycled over 660,000 litres of cooking oil to create biodiesel and 62 of its restaurants have been recycled to green power.

It is not the first time Grill’d has taken aim at its competitors, earlier this year it released paparazzi photos of The Colonel secretly eating its chicken products. Grill’d has also taken shots at McDonald’s previously, with a Donald Trump fronted campaign in 2020.

The two other spots for the campaign can be seen below.


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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