Product
Grill'd Signature Beef Patty DIY Kit
Problem
Why would anyone buy the Grill'd signature beef patty to cook at home when they can go to the restaurant?
Insight
There is a unique sense of pride when it comes to cooking beef, and everyone thinks they're the best at doing it.
Solution
Pose a challenge to the beef cookers of Australia, let's see them cook it better than Grill'd.
This integrated campaign stages a Grill’d worker’s social media rant, who is sick of belittling customers and prompting them to “do it themselves if they think it’s so easy”. After building hype through PR, Grill’d announces a cook off where the product is launched.
This is a student project only.
