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.”
Linkedin
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
User ID not verified.
It was a good idea when Hugh Laurie came up with it all those years ago.
Is that why it’s called copywriting?
User ID not verified.
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.
User ID not verified.
Pure Blonde’s was “From a place much more pure than yours”:
https://youtu.be/Sjl5_vDfiuM
User ID not verified.
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.
User ID not verified.
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?
User ID not verified.
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.
User ID not verified.