Grill’d launches ‘No Secrets’ TVC to promote new healthy fried chicken burgers via Sherpa
Grill’d has released a cheeky new TVC this week to promote the launch of its new Healthy Fried Chicken (HFC) Burgers via The Monkeys Melbourne and Sherpa.
The ‘No Secrets’ TVC campaign shines a light on the ‘secret’ additives and preservatives found within their fast-food competitors’ burgers which are not found in Grill’d burgers.
When it comes to its 100% Natural Healthy Fried Chicken (HFC) Burgers and the rest of the burger menu, Grill’d doesn’t believe in secrets – herbs, spices or otherwise, and has always given customers full access to the ingredient breakdown in their burgers. The ad aims to champion transparency within the industry and hold brands accountable for the ingredients in their food, calling out three examples of additives hidden in KFC such as tripolyphosphate of sodium, MSG and 551.
Says Simon Crowe, founder, Grill’d: “Some recipes are kept secret for a reason, but not ours. We took the path less travelled and did things the right way. We could have taken short cuts and fried our chicken in Canola oil like the Colonel, but instead we choose to use Australian Extra Virgin Olive Oil which is packed with nutrients and natural antioxidants. It’d be easier to use reconstituted chicken but we prefer to use 100% Natural RSPCA Approved Chicken Breast. The easy way to make our chicken taste better would be to use MSG, like KFC’s Secret Recipe, but instead we don’t need to use flavour enhancers because we use nothing but delicious, natural ingredients that speak for themselves.”
Although Food Standards Australia New Zealand requires packaged goods to label and name additives, there is currently no requirement for restaurants or local takeaway to declare the additives in their food. Grill’d believes in conscious consumption and that people should know exactly what’s added to their food and where it comes from so they can make informed choices about their health.
In August 2020, Grill’d launched its improved 100% Natural burger menu with 0% artificial colours, flavours and preservatives and packed with the freshest locally sourced produce. Whilst some additives are naturally occurring, Grill’d believes that when it is added to food customers have the right to know and that nutritional information should be provided up-front.
The 30 second HFC TVC, directed by Barney Howells, aired this week for the first time on Channel 10’s ‘Have You Been Paying Attention?’ during the ‘Rapid Recall’ segment. The ad will also feature across YouTube, Catch-Up TV, BVOD, Online, OOH and social.
At the heart of the brand, Grill’d is committed to its pursuit of providing Australians with a better way forward in the burger category – whether it be ethical practices, quality ingredients or sustainability and will continue to lead the way in making healthier burgers for its customers and the planet.
Creative Agency: The Monkeys, Melbourne
Production Company: Sherpa
Sound & Music: Squeak E. Clean Studios
Music ECP: Karla Henwood
Composer: Guy Brown
EP: Ceri Davies
Sound Designer: Paul le Couteur
30 Comments
It might be just me, but I reckon Grill’d have the potential to make really good at advertising… their stores are cool, the product is good… but they always fall short. To busy talking about everyone else in a really vanilla way. Figure out what your brand stands for, then go and communicate it in a fun and engaging way otherwise you’ll keep make stuff no one cares about.
A perfect example of when to use it. Tick.
Sufferin’ succotash!
Here for this. Nice one.
The history of MSG is linked to Xenophobia in American Culture, there’s actually a lack of evidence that it’s bad for us:
https://www.youtube.com/watch?v=AGbJVLpSutI
It’s 2021 and Grill’d still thinks MSG is bad?
Healthy Fried Chicken Breast (42%) (Chicken Breast (72%), Water, Rice Flour, Maize Starch, Maize Flour, Tapioca Starch, Potato Starch, Salt, Dehydrated Vegetables, Potato Fibre, Mineral Salt (Sodium Bicarbonate), Canola Oil, Vegetable Gum (Guar Gum), Dextrose (Tapioca, Maize), Salt, Sugar, Yeast Extract, Rice Bran Extract).
YEAST EXTRACT = GLUTAMIC ACID = MSG
EXACTLY!
A common misconception from racist ideas about Asian food. Occurs naturally in tomato etc
Honest question – how much MSG is in a tomato, as compared to the amount that is added into fast food?
And is there a difference between something that’s naturally occurring versus cooked up in a lab?
I’m super sensitive to MSG and I totally get it. I can go to a restaurant, have a parma for dinner, go home, go to bed, then at 2am the MSG that was in the napoli sauce starts wreaking havoc on my nervous system. Heart palpitations, freezing legs and boiling chest, headaches, sore eyes, the dries, the sweats, can’t sleep… I’ve had to take days off work the next day as Ive been up all night and in no fit state to drive. And it’s always a surprise. It’s in almost anything. True, it doesn’t affect some people, but it can smash others. And it’s more often than not in foods you wouldn’t expect – pizza, ‘healthy’ frozen dinners, meat pies, hamburgers, soups, vegan meat substitutes, cheeses, sauces and marinades… it bloody sucks.
I never knew KFC was unhealthy until now. Thank you Grilld
Funny, provocative work.
Have you tried looking at your diet rather than blaming MSG? Healthy Forzen MEALS? kidding? Sounds like you need at least a salad in there. Maybe this Grill’d ad was made specifically for you.
https://www.greenchildmagazine.com/msg/
Putting young staff on low wages and claiming government traineeships.
My daughter was pretty surprised she ‘graduated’ two years after she ceased employment.
I guess that’s the Grill’d secret isn’t it?
Yeah lol. Good one! Your condescension is on point. You must be a favourite in the office.
I cook most meals from scratch, I train 4-6 days a week, I don’t add shit with MSG in it. I’m healthy. But cheers. I listed a bunch of foods off the top of my head that have MSG in them that the average person wouldn’t be aware of. Doesn’t mean I eat them. My point was it’s everywhere and if you’re not cooking your own food, it’s hard to avoid.
@Friendly advice to use a football term, i think the strategy here is called ‘playing the man rather than playing the ball’. Not the greatest of marketing strategies if you want to be the leader or at least admired. But then maybe Grill’d doesn’t? And perpetuating the myth MSG is bad for you, that’s just plain lazy and wrong…
I train 4-6 days a week. Just letting everyone know.
I too catch the train 4-6 days a week.
I am a GOLDEN GOD. BOW DOWN before me! I can do like a thousand pushups.
Grill’d really should be producing great comms. Look at the QSR category, it’s one of the strongest opportunities for great work.
Sadly, the people at the top think they know it all and literally kill every half decent idea in favour of things like this.
Such an opportunity missed.
Shot nicely, good actors.
The creative and the script suck!
This could have been good.
Focus on being healthy and don’t take jabs at competitors
I actually think it’s good.
There is nothing wrong with acting like a challenger brand. And they are clearly sticking it to their main competitor.
Also, I can’t do a push up.
Why does almost every Oz Ad I see open with a dumb fuck bloke (or band of blokes)sat on the couch, just before a clever girlfriend walks in?
The problem with your overall standard of work is right there.
Hear hear @Himbo
The lack of imagination in Australian ads at the moment is just plain embarrassing. I used to be proud to say I worked as a creative in advertising, but nowadays it barely raises a glazed eye. I didn’t realise it at the time, but I worked in the golden era of advertising, when originality, entertainment and excitement were genuine aspirations, and often achievements. We assumed it would continue ad infinitum, but alas the current situation makes a lie of that. I think in future I’ll admit to having been a plumber.
Lol at the training comments. Touche.
@Himbo – Might have something to do with the fact that the industry is dominated in creative by 24-32 year old white guys. There’s no way a female wrote this. Or writes any of them.
same ole shit right?
dumb white guys.
Taking aim at MSG is essentially a racist strategy ….huge amount of second hand embarrassment watching this….how did it get through??
Don’t embarrass yourself, do your homework.
The actors did so well!