Grill’d uses animated infomercial with decapitated cow to sell grass-fed meat

I cannot wait to read the comments on this post!! Very graphic. Yet I still want to eat one of their burgers!

That is such a distasteful and disrespectful ad. I’m horrified.

Rather than seeing Grilled in a positive light for doing something good for the welfare of animals, or at least making consumers feel like they are doing something better by eating grass fed meat – this ad trivialises and insults the welfare of these poor creatures that die to feed us and reinforces my disgust for the manufacturing of animals for mass consumption.

I think there is only one thing wrong with this. You don’t feel like eating any meat after it. Just a small problem idiots.

It seems to be an honest portrayal of alternative livestock management.
The hacking off of the cows head is confronting but, no animal death equals no meat.
The cow’s head winking at the end, suggesting some sort of life after death, is somewhat far fetched.
DB

“high quality, ethically-sourced meat” does not exist – go Vegan!

I was wondering what would be next since Grill’d’s “Coat of Arms Burger” caused a stir. Only issue with letting the ruminants roam free is we won’t be able to capture and store their methane (I kid you not, this and scores of other similar projects were funded to the tune of $15.4 million by Gillard govt). Hard hooved animals not the best for erosion either…I wonder if Grill’d are serving wedges with their latest burger?

I think they just made a whole bunch of people vegetarians.

That pretty much kills burgers for me. It’s Vego burgers from here on in.

Weird ad. I love how they deliberately blood splatter their own logo at the end.

This is appalling and should be banned. Cutting the head off at the end will get it banned. We are not in the Middle East where live export very cruelly treated animals are slaughtered cruelly like this animal has been in the ad.

It has been proven that animals will graze on what is good for them and if grass is the only thing there, they will eat it but other grazing material may be much healthier for them.

Stop eating animals and stop this cruel ad.

Proud animals Australia member and supporter.

Oh for god’s sake – when will fast-food chains realise that using caricatures of the animals whose meat is used in their crappy burgers/buckets/nuggets etc to promote these very same crappy meals burgers/buckets/nuggets etc is completely illogical and an insult to the Australian consumer’s intelligence? Either get some imagination, be honest about the fact that these animals are given no choice in being killed so you can do business, or spare us your drivel.

This ad is not funny, it’s just a slightly different take on a worn-out cliche. And it’s single-handedly succeeded in making me decide never to eat at Grill’d again.

That is the worst ad I have ever seen in my life. I feel sick to my stomach..

the most f*cking idiotic piece of advertising i think i’ve seen this year

what “strategy” genius decided to break the #1 rule that you never show the source of the meat

and to engender sympathy for the animals and laugh at their killing?

beggers belief

An extremely insensitive piece of work…I doubt even producers of pasture (grass) fed beef would want to align with this.

Interesting…now I will always see their logo as a blood splatter.

The last horrendous bit ruins any other message they may be trying to convey.

American accent voice overs for an Australian target?

An inane attempt at engaging content. Try again.

Worst campaign EVER! Watching a cartoon cow get decapitated always makes me crave burgers :/ Surely there’s better ways to sell the notion of grass-fed? Between the imagery and the voices, Grill’d now resonates ‘poor taste’ for me, I’m afraid.

The blood spattered logo sums it up really.

OMG, this is a fantastic lesson in when to stop … I was applauding until the last scene .. who the F thought that scene was a good idea .. sack them immediately, they just did your brand shocking damage … used to enjoy Grilld but won’t be doing so now … stoopid idiots

Holy cow!!! Oh that’s right they’re not in this country as this homage to animal cruelty in the name of burger patties
points out. What a disappointment – the creatives should be hung drawn and quartered for this appalling ad – now that’s something I would like to see a lighted hearted animated video of.

This is for meat, what Permeate was for milk.

A broadly moot point.

Someone signed off on that.

Fortunately I don’t feel bloated.

Because I just vomited.

“oh my god, they don’t follow the ‘rule book’ of advertising”

come on

So erm,

what is the rule book?

tell us oh enlightened erm.

Come on…no one will be fired; and nothing will be banned. People just need to avoid watching things and buying products they disagree with. It’s no worse than your average cartoon these days, calm down.

It’s controversial certainly, and to give it some credit it’s a brand that I have now heard of (I hadn’t yesterday), but it’s also a gamble that hasn’t off because it simply associates an ‘enjoyment’ product with killing anthropomorphised animals, and, er…violently too.

@erm-ology

you missed my point completely

This ad reminds me of something my Year 10 Drama class might have made during an “improv” session. I am a vegetarian (so probably not the target audience!), but it’s not just the weird and out of place decapitation at the end to which I object, but also the poor script, crap voiceovers (American, why? Suggests the meat is imported) and really lame concept. Boo.

Either this is the worst commercial made this year, or sheer genius. Unlikely, but quite possible that vegetarianism is the ultimate business (read social) objective. The “grass fed” attribute sounds like the Lucky Strike “it’s toasted” approach…most livestock in this country is grass fed, hormone free. With Animals Australia’s receipt of $6m from the founder of Kathmandu for their campaigning (that achieved a temporary suspension of live animal exports), eco warriors are cashed up, and could well be testing a range of strategies. Look at Mumbrella’s reporting on Sea Shepherd’s new digital campaign. Personally, I think SS shouldn’t name their flagship anti-whaling vessel after a serial animal tormentor who was harpooned to death by a stingray in self defence…but that’s just me.

http://www.linkedin.com/groups.....mr_6571320

Very dusk till dawn!

I am a vegetarian/vegan who has never been to Grill’d, nor ever intended to.

However after viewing this ad I can confidently say that they will never be getting any of my money! I feel sick! I am horrified! Something about animal welfare! etc etc

I am completely ignoring the fact that I was never the intended audience, however I felt compelled to tell the world that I don’t eat meat as I like to ram my beliefs down the throats of others.

Few people want to think about butchering when they buy a burger. I’m not sure the butchering part at the end was really necessary, the beginning was enough to indicate the company is offering quality product, thus differentiating from other burger chains. This ad is more akin with a PETA ad then a burger chain.

Don’t play with your food

They should enter this short in Tropfest. It’ll probably win.

Adam, great to hear that Animals Australia has been given much needed funds to help in their work. You too can contribute to Animals Australia like I do.
I have sent them the Ad and this cmments thread and they will be pleased to see all the comments.

Is it the Advertising Standards Board that one can complain to to get this Ad banned.

The funniest ad I’ve ever seen – Love it!!!!!!
Bring more of them on – I’m a farmer and I believe grass fed meat is the best!!

This thread reminds me of the old but funny joke:

“How can you tell a vegetarian?

Don’t worry. They’ll tell you at every chance.”

Grill’d you have quite possibly done the best ad campaign ever for humans to question eating animal flesh. My friends who are meat eaters have seen this ad and say they will not buy from Grill’d ……and even better now want to only buy vege burgers and now understand why I am vegan…….BRILLIANT!!!!!!!! Grill’d please do more campaigns like this and keep shooting yourself in the foot, the animals and animal advocates will love you for it.

Vegos and vegans. Why are they always so bloody earnest?

I directed this ad and it may surprise you to learn that I also happen to be a vegetarian. If your biggest issue with the meat industry is that someone made a cartoon of an animal dying then I seriously think you’ve got your priorities wrong.

If you paid attention you would have seen that Grill’d actually do give a damn about animals by supporting grass fed cattle over grain fed. I don’t eat meat, but pretending no one else does is just stupid.

To the vegetarians who are upset: whether you like it or not, animals die to produce meat. Obviously this isn’t news to you, so a cartoon cow being killed really shouldn’t be that shocking. Grill’d are actually acknowledging that animals play an important role in their business model/product and they’re endeavouring to improve the livelihood of the livestock.

To the meat eaters who are upset: if you aren’t comfortable with the idea of animals dying then you probably shouldn’t be eating meat. Pretending meat is just a product that comes out the end of harmless production line is exactly what every other brand, chain and supermarket wants you to think.

To be honest, I think the depiction of the cow being decapitated at the end was unnecessary. It overshadows the ads messaging. Few people are talking about grass fed vs grain fed in comparison to the cartoon characters decapition. Sure, the ad has done its job. Sparked interest, grabbed attention and generated discussion…just not in the ‘right’ way. The ads message is pretty much lost amongst the discussion for most people.

I actually work at one of the grill’d stores while studying for my degree. I can tell you that even some of the staff are offended by the ad.

No wonder they taste so GOOD

So ivan dixon the vegetarian seems to be saying that he wanted to shrink grill’d’s customer base by cleansing it of those who cant handle the truth?

Very subversive and effective strategy for a vege warrior, well done

Client must be kicking themselves