GRILL’D – PARTNERSHIPS CAMPAIGN

BARBIE THE MOVIE x GRILL’D

Barbie wasn’t just a movie. It was a world people wanted to step into.

So instead of simply putting a logo on a burger, we asked what eating in Barbie Land might actually feel like. That led to pink buns, collectible packaging, a life-sized Dreamburgers Diner and a campaign that people wanted to photograph before they ate.

Turns out it became Grill’d’s most profitable campaign to date.

What I did:

Brand strategy, Creative direction, Brand design, Copywriting

What IT influenced:

  • Most profitable campaign for Grill’d at time of writing.

  • Hijacked the cultural phenomenon to create our own.

  • Brazilian fans created their own beef with Burger King Brazil on TikTok, lamenting their campaign’s attempt in contrast to ours.

  • Galvanised product, marketing and community under one campaign platform.

  • Became the foundation for future campaigns.