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.
