Launching a new delivery service for Grill’d during Covid-19

Brief.

Example was engaged by Grill’d to support the launch of its new delivery service, Grill’d Delivery powered by DoorDash, through tactical PR activity and proactive media outreach.

Solution.

Launching the new delivery service during Covid-19 required a creative and culturally sensitive concept that would get traction with media, drive consumer awareness and sales, as well sign ups to Grill’d’s Relish program.

To deliver on the objectives, Example created a compelling consumer campaign ‘Meat You In The Middle’ - offering consumers 50% off every order placed through Grill’d delivery when they signed up to become a Relish member between 1 - 12 April.

Example developed a robust consumer press office to announce Grill’d Delivery to media, generating maximum buzz and hype around the new delivery service and ‘Meat You in the Middle’ pledge and offer, alongside a targeted trade media outreach to drive awareness of Grill’d’s new partnership with DoorDash and to showcase how the business is innovating in the face of Covid-19. This was complemented by a high quality unpaid influencer campaign that put Grill’d Delivery in the hands of some of Sydney and Melbourne’s most influential Instagrammers.

Two women sitting on a couch eating Grill'd
Hands holding a burger outside
Skateboard with Grill'd food bag
M+
EARNED MEDIA REACH
M+
SOCIAL MEDIA REACH
K+
UNIQUE PAGE VIEWS
Exterior of Grill'd Smith Street Store

“Thank you to the full team for getting us launched and into the market on time. We are really excited with the kick off - we are feeling the impact already and excited about what’s to come!”

- Kerrie Wade, Grill’d

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

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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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