Grill’d unveils ‘Motherloving’ brand platform in first campaign from The Royals

Burger chain Grill’d has revealed its new brand platform ‘Motherloving’ in its first campaign by independent creative agency, The Royals.

The brand platform calls on Australians to “Be a Motherlover, not a Motherfaker” and leverages its reinvigorated brand positioning, ‘burgers from a better place’.

One of the outdoor executions

In its first campaign, The Royals have also attempted to highlight Grill’d’s commitment to sustainable business practices.

The outdoor ads feature the slogan “burger from a better place” and depicts burgers immersed in nature.

Col Kennedy, marketing director at Grill’d, said the vision for Grill’d has been clear from the start.

“To deliver world-class customer experiences – and as part of significantly building up our internal capability, we are be focused on working with white-hot partners like The Royals, Swrve, Salesforce and Carat to bring this to life. We will be unveiling more over the coming months, including exciting new product development.”

Andy Jones, creative director at The Royals said creating a brand campaign is always a challenge, especially when the brand is very loved.

“Grill’d.  So we took things back to the heart of what Grill’d stands for:  Grill’d, and the people that eat there, know that more natural, sustainable and locally produced ingredients make for a better tasting burger.”


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