Grill’d launches second video in branded content series to support low carb range via Magnum PR
Over-the-top gym behaviour, paleo confusion, unbalanced protein diets or this week’s hot new super-food. Trying to stay on top of the latest health fads is a confusing and futile exercise and this extreme behaviour is parodied in the latest video by healthy burger group Grill’d and Magnum PR.
The new video ‘Healthy Guy’ follows the popular first video in the series ‘Healthy Girl’, which has already amassed 300k YouTube views in just two weeks since being published. This time the spotlight is on extreme male behaviours and general confusion of Australian men around diets, food terms and exercise, delivered by a comedic character in a tongue-and-cheek way.
The branded content video series was created to support the launch of the new Low Carb SuperBun that makes all Grill’d burgers low carb. It has been published across the brand’s social media channels and is being amplified by PR, influencer seeding and paid media including Mamamia and Pages Digital. The aim is to deliver a simple message that the introduction of the Low Carb SuperBun makes the Grill’d menu even healthier, and therefore being healthy even easier.
Says Simon Crowe, Grill’d founder and MD: “Word-of-mouth marketing, branded content and social media are all key focuses for us to get our brand message out there, rather than traditional above-the-line marketing.
“Our philosophy has always been about quality fresh ingredients and nutrient dense food, however more recently we’ve seen a lot of confusion out there and people going to some pretty crazy extremes ‘to be healthy’. At Grill’d we aren’t interested in these passing fads, rather choosing to be guided by the latest research regarding the long term benefits of a low carbohydrate diet. With the Low Carb SuperBun, we can now offer all of the burgers on our menu as a low carb option, allowing more people to be able to enjoy burgers in a contemporary, premium and healthy way.”
Says Matt Holmes, creative director Magnum PR: “It’s been great seeing people engage with the video across social media in the past fortnight and make a difference through product and brand awareness. Engaging content like this is helping to continue to grow the Grill’d social media community across all channels while also creating new advocates in the health space. The bar is now set to see whether our male character and the scenes and behaviour we’re calling out resonates as well.”
Client: Grill’d
Creative Concept: Magnum PR
PR & Social: Magnum PR
Production: The Precinct
Writer/Director: Richard Vilensky
13 Comments
these are shit
Yes we got the idea in the first 20 secs. You had to force it down our throats for another 130 secs. It wasn’t funny. It was painful to watch.
Matt please try limit the use of buzzwords in your next PR.
It’s been great SEEING PEOPLE ENGAGE with the video across social media in the past fortnight and MAKE A DIFFERENCE BETWEEN PRODUCT AND BRAND AWARENESS. ENGAGING CONTENT like this is helping to continue to grow the Grill’d social media community ACROSS ALL CHANNELS while also CREATING NEW ADVOCATES IN THE HEALTH SPACE. THE BAR IS NOW SET to see whether our male character and the scenes and behaviour we’re calling out RESONATES AS WELL.
And any fool can buy 300K views in India for $40.
‘And any fool can buy 300K views in India for $40.’
Is that really true though? Obviously you’re being a massive Troll – but aside from that, would be interesting to hear other people’s experience whether the views gained by these 2 campaigns could have been purchased.
I appreciate you can rack up views on 15/30secs as pre rollers, but a vid this long?
anyway, I thought there were some funny bits in here. maybe a bit too long but well written all the same
Absolute dross.
Easy. Paid video seeding.
@?
“I appreciate you can rack up views on 15/30secs as pre rollers, but a vid this long?”
Do you have any idea how the Internet works?
Viewcounts don’t apply to prerolls, they apply to the video the prerolls runs on…
Someone’s in BIG trouble.
OK, so when any campaign press release comes out with something along the lines of…..
“amassed 300k YouTube views”
No one has any way of knowing whether this is due to achieving some degree of viral sharing or if it was straight up paid for via video seeding?
Anyone from Magnum care to shed some light on this?
@M
Bit angry for a Monday aren’t you big boy? Your weekend with the kids was it?
Am I the only person who thought this was really funny? Honestly the stereotype is dead on, to give you an example, in my work place we have a xfit guy on the paleo diet who by the way ‘Still has protein shakes’ who’s constantly telling us about his training regime, another woman who’s always talking about the latest superfood thats healthy for you that no one has ever heard of, seriously, i think this was dead on.
Haters gonna hate!
You should hang your head in shame.
The comments section of Campaign Brief has to be one of the most acerbic, viper’s nest of cunts on the internet