Gamechanger

Objectives
Raise awareness of Grill’d’s sustainability efforts, using the new burger to show how the beef industry can cut its carbon footprint.

Approach
Our research revealed a key insight: while consumers care about meat’s environmental impact, they’re still eating it. The solution? Don’t ask them to give up burgers – give them a better one.

Grill’d, in partnership with Seaforest, developed a world-first: a seaweed-fed beef patty that’s better for the planet. We named it The Gamechanger and rolled out an integrated campaign across owned, earned, and paid social.

To bring the story to life, we created the characters Beefweeder and Algae. Told in mockumentary form, Beefweeder – a primal-living content creator – sets out to save the planet one cow at a time, only to discover Grill’d has beaten him to it.

We led creative from storyboard to shoot: casting, costume, visual direction and production, with a two-day shoot across Victoria.

Short-form content was rolled out across social, above-the-line, and earned media. Influencers Kath Ebbs, Bec Hardgrave, Conor Curran and Melbourne Foodie created educational content, while audiences were entertained with Beefweeder: The Film, its trailer, director’s cut and jingle remix. Assets lived on Grill’d’s owned channels and ran as pre-roll on YouTube and TikTok.

Brand Alignment
The integrated campaign simplified a complex story, built credibility, and boosted engagement.
Our press strategy positioned Grill’d as a sustainability-first innovator, while original content and influencer activity built trust, connection and appetite for The Gamechanger.