Have your burger and eat it too.
By feeding native Tasmanian seaweed to grass-fed cows, Grill’d and Sea Forest have found an innovative way to drastically reduce methane emissions by up to two-thirds compared to regular grass-fed cows. Using this new innovation, they created the world’s most sustainable beef burger.
We needed to not only launch the burger, but educate and inspire the world, convincing people that this beef product means that they can be a meat eater and an eco lover too.
CONTENT
We gave people a conflicted hero: Beefweeder. A primal living content creator on a mission to save the planet, one cow at a time. The story was told in mockumentary form, as we followed Beefweeder and his girlfriend, Ali, into their biggest seaweed feed raid yet.
52,000 BURGERS SOLD IN THE EARLY LAUNCH PHASE
641 GLOBAL MEDIA HITS ACROSS PRINT, ONLINE AND BROADCAST
OVER 1.5M YOUTUBE VIEWS