Cutting through the noise on Australia’s biggest race day

Originating on the golden shores of Coogee in 1989, Australian chicken institution, Chargrill Charlie’s now has 14 stores across Sydney and Melbourne. Famous for their mouth-watering chickens, delicious fresh salads, burgers and fries, Chargrill Charlie’s is the ultimate family take-away spot for home-style cooking, fresh flavours and good old-fashioned service.

Sauce being poured over a burger bun
A box of Chargrill Charlie's burgers

With a large portion of Chargrill Charlie’s sales generated from events and corporate catering, the brief was simple; raise awareness of Chargrill Charlie’s Melbourne Cup Catering Packs to drive corporate catering sales on Australia’s biggest race day.


Rather than fight for share of voice on one of the busiest days of the event calendar, we identified an opportunity to cut through and stand out.

To leverage awareness of the Melbourne Cup Catering Packs, Example worked with Chargrill Charlie’s to also create an all-new Hangover Pack, creating a new ownable moment for the cult food brand - the day after Melbourne Cup. The launch of the Bloody Mary Burger, featured as part of the Hangover Packs, allowed us to create further momentum for the offerings and position the brand as forward thinking.

Example ran a proactive and targeted PR campaign to drum up mass media coverage, while simultaneously a paid media campaign was managed to further drive sales.

A bottle of Chargrill Charlie's sauce next to a burger
A bottle of Chargrill Charlie's sauce being poured out

“These creative ideas are what we love most at Chargrill Charlie’s. It heroes our local communities and gets our beloved staff involved to feel part of the action. Every campaign should be like this one.”

– Ryan Sher, Chargrill Charlie’s

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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