Problem
Fast food is killing the planet with unsustainable practices and Grill’d wanted to promote their brand as the ‘tastiest way to save the planet’ while convincing millennials that their choice matters.
Insight
Millennials often feel powerless against climate change.
The Idea
Just promoting Grill’d as a more environmentally friendly alternative wasn’t going to cut it. Instead this campaign was to showcase that Grill’d genuinely cares about climate change and the concerns of its consumers. This campaign was to not just empower, but help millennials be the change they want to see in regards to the environment.
A set of three print ads.
The hashtag ‘inyourhands’ would be used by Grill’d consumers to promote and kick-start local projects aimed at making positive environmental change.
And finally…
The ‘Pocket Change’ app.
Find local projects sponsored by Grill’d.
Join local efforts and gain in app badges and in-store rewards.
Art Director – Nick Rech
Copywriter – Jacob Fezer