Grill’d Takes Down a Sorry Ronald McDonald in New Campaign

    By Asia Ad Junkie - Sep 27, 2021
    Grill’d Takes Down a Sorry Ronald McDonald in New Campaign

    Grill’d has launched its first major brand campaign, taking aim at evil with the help of a righteous burger vigilante.

    The campaign, developed by The Monkeys first aired on Saturday during the AFL Grand Final, featuring a fearless burger vigilante who boldly sticks up for what is right in an industry of unsustainable, unnatural and unhealthy food practices. This animated hero takes on evil scientists, eco-villains and a toy-toting clown in his quest to make the world a better place.

    “Consumers are more concerned than ever about the impact their consumption has on others and the planet,” said Simon Crowe, founder of Grill’d. “This campaign highlights our ongoing commitment to sustainable, natural and healthy practices – as well as delicious burgers.”


    In the past 12 months, Grill’d recycled over 660,000 litres of cooking oil to create biodiesel; all Grill’d packaging is made from cardboard and paper sourced from sustainable forests; and as of last week, 62 restaurants have been converted to green power.

    Grill’d has an Australia-first sourcing promise and works with local farmers and suppliers to keep its food distribution footprint low, and ensure all products are made with the freshest ingredients.

    “Grill’d has always worked to create a better food industry – whether it be through our support of local communities and supply chains, or by investing in more sustainable practices,” Crowe says.


    “We’re excited to be launching our new ‘Righteous Burgers’ brand campaign, which captures our ambition to be the healthy and sustainable solution to the fast-food category. We hope this campaign will continue to drive home our mission with consumers – to lead the industry in making healthier, better burgers for ourselves and the planet.”

    The campaign launches this week in WA and QLD, and it will run on broadcast television, BVOD, radio, online, and across social.

    To view Grill’d’s ‘Righteous Burgers’ campaign visit:


    Campaign Credits:
    Client: Grill’d
    Founder and Managing Director: Simon Crowe
    CEO: Adam Stapleton
    Marketing Director: Kerrie Wade
    Head of Brand: Grace Eadie

    Agency: The Monkeys, part of Accenture Interactive
    Chief Executive Officer, Melbourne: Paul McMillan
    Chief Creative Officer, Melbourne: Ant Keogh
    Creative Director: Hugh Gurney
    Creative Director: Joe Sibley
    Group Account Director: Sophie Gosper
    Account Director: Tom Patterson
    Account Manager: Isaac Montebello
    Chief Strategy Officer, Melbourne: Mike Derepas
    Head of Production: Romanca Mundrea
    Senior Producer: Jo Alach
    Senior Craft Designer: Raph Tamkalis
    Senior Designer: Chris Thompson

    Media: PMG
    Founder & Planning Director: Dianne Richardson
    Account Director: Sam Waldren

    Production Company: Unlisted
    Executive Producer: Katie Mackin
    Producer: Su Mei Chia

    Animation: WIZZ
    Director: Gary Levesque
    Producer: Claire Madigan

    Songwriter: Hugh Sibley
    Music Production: Electric Dreams
    Shred-lord: Tom Rouch
    Music EP: Leyla Varela

    Sound Design: Squeak E. Clean Studios
    Head Sound Designer: Paul Le Couteur
    EP: Ceri Davis

    Photography: Adrian Lander

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