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.
Credits:
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