The background
We were tasked to bring to life Grill’d’s partnership with Universal Pictures’ Wicked: For Good, delivering a fully integrated launch that would capture attention across media, influencers and consumers.
To make this resonate with the audience, the question became, how could we make Australians understand the concept of ‘grabbing life by the tugs’ and what epitomises this for them.
The nuts and bolts.
A hard-working press office approach underpinned the campaign, with the development and distribution of a launch media release announcing the limited-edition Wicked Burger and Wicked Pack. This ensured strong cut-through across lifestyle, entertainment, what’s on and trade media at launch.
To bring the partnership to life physically, we transformed Grill’d’s Sydney flagship at The Galeries with a full store takeover, reimagining the space as the Emerald City. The immersive experience featured theatrical displays, bespoke theming, lighting and interactive elements, transporting customers directly into the world of Oz.
To officially launch both the menu and the takeover, we hosted an exclusive media and influencer event for more than 50 guests. Attendees were fully immersed in the experience, enjoying bespoke Wicked-inspired cocktails, a live performance of For Good, and exclusive tastings of the new menu items. The event generated organic storytelling across social platforms, amplifying the campaign well beyond the physical space.
The result?
- 97 total pieces of coverage across PR and social
- 15.6M+ total reach
- 100% positive-neutral sentiment
