No blogging, tweeting, instagramming or Facebooking orders Grill’d in new campaign

grilld bloggersBurger chain Grill’d has declared war on social media and celebrity chefs in a stunt aimed at promoting its unpretentious menu offerings.

Signage is going up in the fast food chain’s stores urging hipster customers to not blog about or photograph their food, but instead just eat their burger. Instagram is an iPhone app beloved of hipsters looking to add effects to their pictures.

In a swipe at Masterchef judge Matt Preston, a further new rule from Grill’d is no cravats.  

(Updated) The campaign, devised by Vice Magazine’s creative arm Virtue, with PR executed by One Green Bean, will see the chain wage war on celebrity chefs as it promotes three new burgers.

The signage includes table talkers, posters in store windows, staff wearing ‘F#ck Celebrity Chefs’ badges and point of sale materials.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.