GRILL'D
LUNCH
Campaign naming and rollout.
Work produced for Grill'd Australia.
Australia’s healthy burger experts were looking to beef out their lunchtime offering, cutting through a highly saturated (and highly tasty) daytime QSR category.
While Grill’d quality speaks for itself, they needed to put words to their value. Launching a number of lunch-specific deals to appeal to the cravings of a captive workforce audience. I developed a naming system for these bundles, using a recognisable mechanic for quick consideration and recognition of the rotating offers. As well as supporting messaging that pushes pricing to the fore whilst preserving the playful Grill’d tone of voice.
Through a highly successful nationwide rollout, lunchtime visibility and profitability has exceeded expectations. With the Lunch Saver campaign green lit for extension three times post launch.
CAMPAIGN NAMING MECHANIC
LUNCH SAVER
Crave more, cost less
LUNCH MAXER
Mix 'em, match 'em, max 'em
HERO LUNCH SAVER COPY
Give yourself a (lunch) break.
SOCIAL CAPTION
Break up with your work microwave. Passing on leftovers is easy with our Lunch Saver bundle. Grab a slider, 6 bites and a mini Famous chips for just $14.9. Sad salads and soggy sandwiches have nothing on this.
LUNCH BOX PACKAGING COPY
Fill’d with Grill’d
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A bunch more lunch
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More bite for your buck
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Ingredients so Aussie, they say g’day
THURSDAY — SNACK SLIDER
Thursdays are for getting on the sauce. Add a little mayo to every lunchtime story and make it through the day A-OK.
FRIDAY — ZEN CHICK SLIDER
TGIZ. Nothing can phase you on a Friday. Meditating on the best lunch of your life? Keep calm and carry yourself to Grill’d.
'SLIDER OF THE WEEK' OFFICE PERSONALITIES
MONDAY — BRIE CHICK SLIDER
Sick of dealing with the Big Cheese already? Don’t be chicken — get the right kind of lots on your plate come Monday lunchtime.
TUESDAY — VINTAGE SLIDER
If Monday aged you, Tuesday’s all Vintage. Deadlines taking forever? At least your cheddar’s maturing in the meantime.
WEDNESDAY — CLASSIC SLIDER
Wednesday can leave you in a pickle. Hump-day got you beefing with everyone? Call em’ a dill and get yourself to lunch.
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