Overview

Launching a world first

Leveraging the current low carb, gluten free and paleo health trend, the aim of our campaign was to deliver a simple message that the introduction of the Low Carb SuperBun (LCSB) makes the Grill’d menu even healthier. 

 

Awards: Winner Launch Campaign of the Year, CommsCon 2015
Services: Experiential, content marketing, PR, social media

THE BRIEF

Generating mass awareness to drive trial   

Launch the Low Carb Burgers to ensure the relevant target audiences are aware of them and compelled to try them.

Communicate key campaign messages including that the Low Carb SuperBun is made from all natural ingredients, this world restaurant first marks 10 years of Grill’d providing healthy burgers to Australians and you can SuperBun any Grill’d burger and enjoy a low carb meal option with less than 10% carbs.

THE SOLUTION

An integrated approach tapping into the current health news agenda

Magnum developed an integrated content, social and PR campaign led by a two-part humourous video series which shone a spotlight on the extreme behaviours and general confusion around diets, food terms and exercise in a tongue-and-cheek way.

Healthy Girl video

Healthy guy video

As part of the PR and social strategy, we commissioned a piece of consumer research, held two media lunches in Sydney and Melbourne and ran a social media consumer promotion. Magnum was also responsible for the Grill’d social community management, seeding content ahead of the launch and publishing throughout the campaign period.

This was supported with a robust media relations campaign to drive ongoing media coverage, engagement and awareness.

Results

Low Carb Super Bun now accounts for 5% of total sales (target was 3%)

40m+ impressions with an ROI of 10:1

Over 500k YouTube views in 4 weeks