Grill’d uses heatwave in promotion rewarding cardholders with freebies

Grill'd logoGrill’d has followed up its controversial decapitated cow ‘infomercial’ to promote its grass-feed beef with a temperature controlled promotion that will see the takeaway chain give away free burgers, beers and other deals once the mercury hits a certain point.

Consumers interested in the freebies need to sign up to the Grill’d Facebook page and pick up a free ‘Meatwave’ registration card at their local Grill’d.

On Monday of each week of the promotion, a temperature target will be announced online and when the thermometer hits the target, the region will be highlighted as ‘active’ giving the ‘Meatwave’ cardholders the chance to visit their nearest restaurant and claim their free item or deal.

Grill’d founder Simon Crowe said in a statement: “Australians love to talk about the great weather and, as Grill’d is a 100 per cent Australian born and bred business, we’ve decided to take this one step further and celebrate the heat the best way we know how.”

The promotion follows of reports of an “extensive heatwave” sweeping eastwards across Australia and the Bureau of Meteorology declaring 2013 as Australia’s hottest year, with 2014 promising to be another scorcher.

“Heatwaves, lazy beach days and blazing sunshine are all staples of the season, but never before have the Australian people been rewarded for the hot weather. The ‘Meatwave’ initiative is a first– giving Australians another great reason to look forward to a long hot summer,” said Crowe.

The promotion kicks off next Monday and will run for four weeks until Sunday February 16.

The campaign follows Unilver’s promotion of Magnum ice creams and Lipton Iced Tea on Ooh retail digital panels which appeared when the temperature was expected to be above average for the month in that area.

The Grill’d consumer promotion and all its digital assets have been devised by Vice Australia while the Facebook app and website have been developed by Melbourne-based digital agency Deepend.

Grill'd temperature campaign


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