MARKETING | Staff Reporter, Australia

Grill'd launches new 'Motherloving' brand campaign

The move comes after appointing The Royals to their creative account.

Grill’d has they launched their ‘Motherloving’ brand campaign with independent creative agency The Royals.

With the message, “be a Motherlover, not a Motherfaker,” it revolves around the burger chain's initiative on sustainable business practices.

Apart from the campaign, Grill’d is also launching a new membership programme as part of their new customer experience strategy that aims to include focus on "mobile-first personalised customers experiences", including a new takeaway offering called SwingBy launching in early 2019.

"The purpose of our first-ever brand campaign is to re-define what our restaurants stand for and further differentiate Grill’d from the over-processed Motherfakers we compete against. Grill’d has grown from five to more than 130 restaurants because its commitment to burgers that are made with love and from local produce resonates strongly with Australians," Grill’d Founder and Managing Director Simon Crowe said.

“It’s always a challenge creating an inaugural brand campaign – even more-so when the brand’s as loved as Grill’d. So we took things back to the heart of what Grill’d stands for: Grill’d, and the people that eat there, know that more natural, sustainable and locally produced ingredients make for a better tasting burger,” The Royals Creative Director Andy Jones added.

(Photo credit: Grill'd Facebook)

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