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.
Why’s it in my folio?
It’s a slight thumbing of the nose to creatives who look down on puns, and a demonstration of how simple language and visual techniques can tie a campaign together.
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.
Pun, Meet Double Entendre
Cheep because they’re only $5, and cheep because they’re made with HFC. I think I like this headline a lot.
A Yummy Promo With 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.
Tasty-looking Social
Obvs we rolled this campaign out across social, with lifestyle shots that put our burgers front and centre.
Putting the H in HFC
Now, I mentioned earlier that the new HFC Burgers were crunchier, juicier, and tastier than their predecessors. But the H stands for Healthy, and we wanted to make sure people knew why.
Brand-led Social
We also developed more traditional paid social, where our bold, brand-led creative lent itself to executions that Meta Consultants would call ‘thumb-stopping’.
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