We Fried Our Best

Grill’d had a new recipe for their Healthy Fried Chicken (HFC) Burgers, and the chicken within the burgers was now crunchier, juicier, and tastier.

So we developed a bold and recognisable campaign to launch the new Healthy Fried Chicken Burgers, helping Grill’d own HFC and compete against the big (and unhealthy) fried chicken players.

Product-first Creative

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Language Technique As Glue

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Product-first Creative — Language Technique As Glue —

Attention! (And How a QSR Grabs It)

We launched the new HFC Burgers with bold creative that demanded attention. Big, punny headlines got a smile, and massive burger shots delivered taste-appeal.

A Yummy EDM Journey

There were four yummy new HFC burgers, and we reckoned that Aussies deserved to try every single one of them.

And how could we make that happen?

By pricing each burger at just $5 (for a limited time only) and developing a fun little EDM comms journey to support the promo.

Pun, Meet Double Entendre

We didn’t rest on our linguistic laurels. Adding double entendres to our puns helped us communicate quickly, clearly, and with impact.

Brand-led Social

We also developed a suite of bold, brand-led, paid social creative that used the campaign’s arresting language and art direction to stop the scroll.

Putting the H in HFC

Finally, I mentioned earlier that the new HFC Burgers were crunchier, juicier, and tastier than their predecessors. But the H stands for Healthy, and a bunch of our activity helped people understand why.

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