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