We Fried Our Best
Using a maligned language technique to sell Grill’d out of burgers.
The Thinking: Grill'd had a new recipe for their Healthy Fried Chicken Burgers, and the chicken within the burgers was crunchier, juicier, and tastier. The launch budget was lean, but the commercial ambition wasn't. So we used a single language technique to make a small campaign perform like a big one. The result: total stock sell-out.
My Core Remit: Creative Leadership, Concept Development, Content Production, Copywriting & Messaging
Big Impact, Low Spend
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Powered By Puns
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Big Impact, Low Spend — Powered By Puns —
We launched the new HFC Burgers with creative that demanded attention. Bold art direction and snappy wordplay-driven headlines maximised cut-through in a competitive category.
There were four new HFC burgers, and we wanted Aussies to try every single one of them.
By pricing each burger at just $5 (for a limited time) we reduced the risk involved with trying something new. And a sequenced EDM journey introduced each burger individually, building anticipation and driving repeat visits.
The result drove epic volume, not just awareness.
With just seconds to grab attention, we used layered wordplay — puns sharpened with double entendres — that rewarded a closer look.
The joke made people stop. The burger made them hungry. The offer made them act.
The campaign's visual and linguistic energy translated perfectly into thumb-stopping, click-driving performance creative.
The H in HFC stands for Healthy, and in a category where ‘healthy’ sounds like a contradiction, proving that claim wasn’t optional. So we created content that explained the burgers’ ingredients and cooking process, making the rest of the campaign credible.
On a lean budget, with a single creative device at its core, this campaign delivered results that most product launches can only dream of.