Grill’d launches world’s most sustainable beef burger in new Beefweeder campaign via alt/shift/
Today, healthy burger restaurant chain Grill’d is rolling out a world-first sustainable, grass-fed beef called Gamechanger; made from Black Angus cattle that produce two-thirds fewer methane emissions than regular cattle thanks to a seaweed-fed diet.
To spread the good word about the launch of Gamechanger beef, Grill’d has partnered with communications agency alt/shift/ and production company Hooves to create a tongue-in-cheek mockumentary featuring two hate-to-love characters Beefweeder and Algae, and a terribly catchy seaweed jingle.
The content will run across YouTube, TikTok, Instagram, Facebook and Grill’d’s owned channels.
Says Ben Goss, chief marketing officer, Grill’d: “Grill’d has taken another incredible step in sustainablity and the best way to explain to Australians what we are doing was via two loveable characters going on a journey together to reduce methane emissions.”
Says Pat Mooney, video director: “We can’t wait for Australians to meet Beefweeder and Algae as they venture to solve the problem of methane emissions.
“Our job was to educate and entertain Australians, while simplifying the message to mark this exciting moment for Grill’d, and beef lovers across the country, whom we hope feel the same optimism as our leading characters.”
Says Elly Hewitt, managing director, alt/shift/: “As an agency, we really pride ourselves on work that makes a social impact whilst also flexing the amazing minds of our planning, creative and PR teams. We think this campaign embodies just that.”
In partnership with Sea Forest and validated by the University of New England, Grill’d has developed an innovative way to feed its grass-fed cows Asparagopsis (a native and natural Tasmanian Seaweed), to reduce their methane emissions by up to 67 per cent, with ongoing live trials on the Grill’d farm targeting 90 per cent. This world-first trial will revolutionise the grass – fed beef industry, leading the way for others and helping smash national targets signed by the Federal government to reduce methane emissions by 30 per cent by 2030.
Grill’d has always been at the forefront of championing change in the industry; from serving deliciously healthy, 100% natural and guilt-free burgers, to using RSPCA approved chicken, free-range eggs, buns baked daily with no artificial colours, flavours or preservatives, all sourced from local suppliers.
One of the brand’s core areas of focus is progressive and sustainable farming. Grill’d’s burger patty production facility and 61 restaurants purchase 100% Green Power to support renewable energy regeneration in the making of their burgers, and the freshest local ingredients (solar-powered lettuce, anyone?) are always used where possible.
https://www.grilld.com.au/gamechanger
Creative and PR Agency: alt/shift/
Production Company: Hooves
Stills Photographer: Clint Peloso
Client: Grill’d
29 Comments
sh*te
that was so cringe I am now a vegan.
About 2 and a half minutes too long.
It’s actually not shit. I think the overall idea and execution are pretty great. It feels unexpected and original. But the relationship has a real trauma bond vibe. Guy with a fragile ego being constantly coddled and placated by an often alarmed female partner? Gross. I’d like to order one of these ads without the side of toxic power dynamics. But otherwise really nice job.
Cummins, Monkeys, Alt+Shift… Grill’d switch agencies more than I change my underwear. Which is every few years.
Surely that was not created by industry professionals?
902 views on a video which has been placed on owned channels (social, website), trade press and through paid spend says it all. Overpriced luxury that does nothing.
The copy on the website meanwhile, superb!
Weird. But not the good kind of weird.
The unfunny, what a waste of money, kind of weird.
This kind of content is so out of date yet we see this every year – A PR agency sells a web film that is “going to go viral”. The end result is always so poor and unwatchable.
Ignoring the horrific execution for a second, my bigger problem is this is essentially turning a couple of people with ‘a great idea’ into an abysmal joke. I feel for these two idiotic, slapstick vegans. At least what they were working towards was actually something worth fighting for (it’s just not widely accepted yet, which makes it even more impressive). Surely you could have made them have an even weirder, and stupider idea than using seaweed given that was actually a good solution.
I like it…relatable, entertaining, educational. Good Weird is in the eye of the beholder.
…/Delete
ful
There’s more salt in these comments than there is in seaweed.
It’s amazing how far AI generated writing & videography has come to produce something as complex as this.
Isn’t it supposed to be awkward and unpolished? It says it’s a mockumentary. I dunno, it made me laugh.
I had to stop watching after 9 seconds
yikes.
100% agree. It’s basically saying, ‘I have a dream, but I’ll settle for a billboard.’ lol.
I think what’s worse than not being entertained in the slightest, is that I’m genuinely confused in several ways.
Comedy is hard I guess but delivering a clear message shouldn’t have to be.
I do applaud the attempt at comedy though – most brands aren’t
fucking hell. how did they go from the last spot to this.
mockumentary or not, it’s supposed to keep you engaged long enough to impart a message. this makes me want to turn it off and not associate myself with grill’d.
Please don’t encourage people to illegally trespass and feed cows seaweed. You have no idea what these activists are doing to farmers already. Kids don’t get irony anymore, they’ll see this as a documentary, not comedy.
I dont think anyone is seeing this as comedy
I liked it. Little bit twee and a bit of lighthearted fun. And it gets the seaweed initiative across which is pretty effing cool. What’s with the vegan comments? Gamechanger Beef! COWS! METHANE REDUCTION! “I love beef!”. Watch and listen people – it’s the least we can do.
P.s @damaging I think the fictional characters are going to be okay.
The seaweed concept is awesome but you lost me in the execution. Looks like a rogue, drawn out tik tok.
Vegan activists trespass farms to steal animals among other things. This film is sending that up.
The announcement of Seaweed Fed Beef is enough in itself…
What a sad way to promote such a brilliant product. A shocking waste of time and money.
After watching this and realising Grilld is owned by hypocritical wokes who genuinely believe cow farts are killing the planet, yet still sell beef burgers. I’ll take my business elsewhere. Bye Grill’d