A tongue-in-cheek mockumentary featuring two hate-to-love characters in Beefweeder and Algae, and a terribly catchy seaweed jingle.
Healthy burger restaurant chain Grill’d is rolling out a sustainable, grass-fed beef called Gamechanger; made from Black Angus cattle that produce two-thirds fewer methane emissions than regular cattle thanks to a seaweed-fed diet.
To spread the word about the launch of Gamechanger beef, Grill’d has partnered with communications agency alt/shift/ and production company Hooves to create a tongue-in-cheek mockumentary featuring two hate-to-love characters Beefweeder and Algae, and a terribly catchy seaweed jingle.
The content will run across YouTube, TikTok, Instagram, Facebook and Grill’d’s owned channels.
Grill’d CMO Ben Goss said: “Grill'd has taken another incredible step in sustainablity and the best way to explain to Australians what we are doing was via two loveable characters going on a journey together to reduce methane emissions,”
Video director Pat Mooney said: “We can’t wait for Australians to meet Beefweeder and Algae as they venture to solve the problem of methane emissions. Our job was to educate and entertain Australians, while simplifying the message to mark this exciting moment for Grill’d, and beef lovers across the country, whom we hope feel the same optimism as our leading characters.”
MD of alt/shift/, Elly Hewitt, said: “As an agency, we really pride ourselves on work that makes a social impact whilst also flexing the amazing minds of our planning, creative and PR teams. We think this campaign embodies just that,”
In partnership with Sea Forest and validated by the University of New England, Grill’d has developed an innovative way to feed its grass-fed cows Asparagopsis (a native and natural Tasmanian Seaweed), to reduce their methane emissions by up to 67%, with ongoing live trials on the Grill’d farm targeting 90%.
Credits:
Client: Grill'd
Creative and PR Agency: alt/shift/
Production Company: Hooves Stills
Photographer: Clint Peloso
