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
more lazy marketing based on “naughty words”
lots of this about in Aus advertising now
excited for this lame trend to run its course and fade away
It was a good idea when Hugh Laurie came up with it all those years ago.
Is that why it’s called copywriting?
Makes absolutely no sense… Except to all the people at the agency who I’m sure reckon it’s brilliant.
Would have been far better off just putting the tagline as the headline and been done with it.
Pure Blonde’s was “From a place much more pure than yours”:
https://youtu.be/Sjl5_vDfiuM
This is lazy and confused. Doesn’t make a whole lot of sense. Burgers from a better place seems like a borrowed tag line and the whole motherlovin angle is a lame attempt to capture a youth market. If this is the creative response, I certainly wouldn’t call the agency white-hot. Clear concise messaging cuts through with an audience – this is cluttered and confusing.
Oh my lord, this has to be the cheesiest branding and advertising I can remember seeing in a long time, unless throwbacks to the 90’s when using double entendres and swearing was edgy is in again?
Yawn. This is mediocre creative at best. It amazes me why Grill’d would pay an agency thousands to come up with this. I’m sure there was champagne popping and congratulatory back-slapping But the messaging is just confusing – and totally unnecessary. They already do great burgers, have great staff and support the community and customers know this. Let them spread the word.