The Bruce Wayne Burger
To celebrate the launch of The Batman (the one with Robert Pattinson), Grill’d and Universal Studios wanted to collaborate. But how do you bring a healthy burger brand and a gothic superhero together?
You create a conceptual, limited-edition burger just for Bruce Wayne.
We sold 40,600 burgers (that’s $608,000 worth), against a projected volume of just 18,000. That’s 264% of target! Ka pow!
Why’s it in my folio?
Well firstly, how often to do you get to create a burger for a superhero? And secondly, it’s a beautiful demonstration of how a bit of creative thinking can bring two incredibly disparate partners together.
A New Class of Burger
Our conceptual, limited-edition Bruce Wayne Burger was rich and sophisticated, just like Bruce and his upper-class palate.
The burger was built with premium ingredients including a wagyu pattie, brie cheese, and truffle mayo.
Getting From Concept to Customer
Adding items to the menu of a national restaurant chain isn’t easy. Key operational functions like ingredient procurement and kitchen layout need to be considered and respected, or you run the risk of business interruption.
Once my team had developed the Bruce Wayne Burger concept, we collaborated with the Grill’d Food & NPD team — led by ex- Vue De Monde chef Joshua Powell — to get it into the mouths of our customers.
Sending the Signal
We seeded the campaign early with some of Australia’s top influencers, sending them invitations to dine with Bruce Wanye. On closer inspection, it was revealed this meant complimentary Bruce Wayne Burgers from Grill’d. Sneaky!
Headlines Did the Heavy Lifting
Like all major burger chains, Grill’d has very strict product photography guidelines. So we pushed and stretched this campaign’s creative with a bunch of brilliant headlines.
Feels Organic
To help the campaign take flight on organic social, we developed a bunch of fun, low-fi content featuring Batman visiting Grill’d to try the Bruce Wayne Burger.
Scroll-stopping Social
Paid social leveraged elements from the wider campaign we felt would stop our audience’s otherwise endless scroll in its tracks.
A Hunger Fighting Freebie
No QSR campaign is complete without a foot-traffic-encouraging freebie, so we made sure Bruce Wayne had enough energy for a night fighting crime by feeding him for free.
Anyone who stopped into Grilll’d and said “I’m Batman” during The Batman’s release weekend was treated to Famous Grill’d Chips, on the house.
Now Take a Break, Like Bruce
We’d gone to a lot of effort to help Aussies eat like Bruce — so it only made sense to wrap things up with a competition that let them holiday like Bruce too.
The artwork shown above remains the exclusive property of the agency or brand it was created for. Modifications may have been made to align with this portfolio’s presentation style and templates.