BARBIE THE MOVIE x GRILL’D

CLIENT: GRILL’D

DISCIPLINES: CREATIVE DIRECTION, COPYWRITING, DESIGN

How do you pair one of the world’s biggest toy brands with one of Australia’s leading burger brands? By making food, like, fun!

Grill’d partnered with Universal to help turn the world pink for the release of the Barbie movie, with an iconic rollout that fit right at home in Barbie Land. We created the Barbie Dreamburger and the Barbie Beach Roll (inspired by a California roll), both served on signature Barbie pink buns.

But that was just the beginning. We turned one of our restaurants into the Dreamburgers Diner, where fans could immerse themselves in a life-sized version of an eatery Barbie would be in awe by. The viral star came in the form of our packaging - burger clams resembling a mini Barbie doll house and the bundle box modelled after a purse (making it all the way to the pink carpet).

The campaign was a huge success - stock levels were almost depleted days after launch, making it the most profitable campaign in history for Grill’d.