PHOTOGRAPHER – Danny Eastwood
AGENCY – Royals Melbourne
CLIENT – Grill'd
STYLIST – Jo Ayling

The campaign introduces Grill’d’s new ‘Motherloving’ brand platform – calling on Australians to ‘Be a Motherlover, not a Motherfaker’. The brand’s positioning, ‘Burgers from a better place’, will underpin the integrated campaign that highlights Grill’d’s commitment to natural and sustainable business practices that respect Mother Earth.


After nutting out set ideas with Danny and having an illustrator bring these to life, Jo got cracking on the mini sets and very specific props required, before loading up a Van, and transporting the lot to Melbourne. 


Two or three podcasts, and a handful of burgers later, the mini sets were constructed complete with tomato trellises, hen barns, lush pastures, laser cut tag lines and logos, and of course delicious burgers.