The copywriting for Grill’d’s new vegan burgers is smart marketing

Grill'd has made a smart decision in how it has marketed the new Beyond Burger patties, explains Josh Berg.

Grill’d has announced the introduction of the Beyond Burger patty for four of its most popular burgers, a plant-based alternative to a regular meat patty.

Upon hearing the news, my little vegan ears wiggled in excitement. I’d been waiting yonks for Grill’d to replace their vegan cheeseburger patty with the Beyond Burger.

As I scrolled down the announcement page, however, I became slightly confused. I saw images of regular mayo and crispy bacon, so decided to stop the mindless scroll and start reading.

At this point, I realised that Grill’d wasn’t targeting vegetarians and vegans: Our Beyond Burgers are for wholesome, meat-eating carnivores who need a break from their steak.”

And then later: “Want it Vegan? Just ask.”

When launching and marketing a new plant-based patty, it’s tempting to start categorising your audience and only speak to vegetarians and vegans. But, in doing so, Grill’d would have alienated meat-eaters and lost a giant audience.

Instead, Grill’d cleverly chose to stray from the norm when marketing a plant-based dish (green colour, leafy plants and a buzzword like ‘hemp’) and speak directly to the meat-eaters.

And they’ve done it with grace and reason, speaking both to the benefits to the environment – “Beyond Meat patties require less water and energy during production and emit fewer greenhouse gasses” – and the perfectly meaty taste.

So there you have it. It’s not a burger for vegetarians. Nor is it a burger for meat eaters.

It’s a burger for everyone. And I, for one, can’t wait to get my hands on what will be my first Simply Grill’d burger since 2006.

Josh Berg is the managing director and co-founder of Hedgehog. Previously, he worked at Google and The Urban List.


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