Grill’d pushes its brand and customer initiatives in first-ever brand campaign via The Royals


DonAs it prepares to turn 15 years in 2019, pioneering Australian restaurant business Grill’d has launched its first brand campaign via independent creative agency The Royals, as it prepares for the next phase of growth, which will include an all-new membership program and a revolutionary approach to its takeaway offering.

The campaign introduces Grill’d’s new ‘Motherloving’ brand platform – calling on Australians to ‘Be a Motherlover, not a Motherfaker’. The brand’s positioning, ‘Burgers from a better place’, will underpin the integrated campaign that highlights Grill’d’s commitment to natural and sustainable business practices that respect Mother Earth.

In addition to the campaign, Grill’d announced the launch of a new membership programme, inviting the most loyal Grill’d customers to become foundational members ahead of a full launch in January 2019. The program is part of a new customer experience strategy that includes a focus on best in-class, mobile-first personalised customers experiences, including a new takeaway offering launching in early 2019. With this Australian-first initiative, Grill’d customers will be able to notify the restaurant team as they approach the location so that a team member can be ready and waiting with their takeaway order outside the door. We call it SwingBy. These experiences will be enabled by new partnerships with Salesforce and Swrve.

Motherfakers Add Nasties.jpgSays Simon Crowe, founder and managing director, Grill’d: “The dining landscape has changed dramatically since Grill’d first introduced the concept of a healthy and conscientious burger experience to Australians 14 years ago. The purpose of our first-ever brand campaign is to re-define what our restaurants stand for and further differentiate Grill’d from the over-processed Motherfakers we compete against. Grill’d has grown from five to more than 130 restaurants because its commitment to burgers that are made with love and from local produce resonates strongly with Australians. We know that the opportunity is there for further business growth, despite an increasingly competitive landscape.”

Says Andy Jones, CD, The Royals: “It’s always a challenge creating an inaugural brand campaign – even more-so whenMotherslackers Do It Easy.jpg the brand’s as loved as Grill’d.  So we took things back to the heart of what Grill’d stands for:  Grill’d, and the people that eat there, know that more natural, sustainable and locally produced ingredients make for a better tasting burger.”  

Says Col Kennedy, marketing director, Grill’d: “From my first day, the vision and expectation of Grill’d has been clear – to deliver world-class customer experiences – and as part of significantly building up our internal capability, we are be focused on working with white-hot partners like The Royals, Swrve, Salesforce and Carat to bring this to life. We will be unveiling more over the coming months, including exciting new product development.”

Client: Grill’d

Founder: Simon Crowe

CEO: Adam Stapleton

Chief Marketing Officer: Col Kennedy

Marketing Manager: Ingrid Kelly

Agency: The Royals

Managing Partner: Steve O’Farrell

Creative Director: Andy Jones

Associate Creative Director: Iain MacMillan

Senior Creative: Andrew Grinter

Senior Creative: Lee Spencer

Design Director: Gavin Wright

Designer: Victoria O’Neill

Designer: Zoe Coombs

Senior Producer:  Brenton Matulick

Senior Planner: Heleen Hidskes

Group Account Director: Matt Parker

Senior Account Manager: Emma Harrison

Photographer: Danny Eastwood

Producer: Cameron Gray, The Pool Collective

Food Stylist: Kirsty Bryson