Grill'd emphasises nutrition credentials with AIS partnership

Australian burger chain brings on Jakara Anthony as ambassador and strikes four-year deal with the Australian Institute of Sport

Jakara Anthony
Jakara Anthony

Building its nutritional credentials with consumers and extending engagement with sporting communities has driven Australian burger chain, Grill’d, to strike a four-year partnership with the Australian Institute of Sport (AIS).  

The multi-year deal will see Grill’d working with the AIS on developing nutrition education aimed at helping Australians understand how to better refuel their bodies after exercise. The brand is also sponsoring Olympic gold medallist, Jakara Anthony, as its ambassador. The 23-year-old athlete become the sixth Australian and first in 12 years to win gold at a Winter Olympic Games and is a World Cup champion.    

Grill’d has been consistently building its presence in the sporting agenda, including partnerships with 17 AFL clubs and 11 NRL clubs as well as rugby union, NBL and several other Olympians. The QSR’s chief marketing officer, Ben Goss, noted its menu has been approved by team dieticians to fuel athlete performance.  

“Additionally, our strong partnerships with the Melbourne Storm and Melbourne Boomers are testimony to the nutritional value of Grill’d as both clubs refuel with Grill’d after almost every game,” he told CMO.   

“Live healthy – naturally and sustainably has always been our positioning and our mission has been to liberate burgers by giving people the world over permission to shop the category in a guilt-free, healthy and contemporary fashion,” Goss said. “Now our 100 per cent natural, nutrient rich menu is the foundation and it sets us apart from other players. But our sponsorship with the AIS is a further proof point on our journey.”  

More broadly, Grill’d has spent the last 10 years supporting local communities through its Local Matters bottle cap donation by guest initiative. To date, this has raised more than $6 million for 30,000 local community groups, organisations and projects including 9600 local grassroots sporting groups.   

“Collaborating with the AIS on athlete nutrition and how that intersects our menu is really exciting. No other brand could do this,” Goss claimed. “It aligns Grill’d with sport, at both a professional and a community level through nutrition and science with the credible leader in the industry. This gives us a platform to provide the right nutritional support and ultimately drive deeper engagement with athletes and guests about fuelling their bodies to help them achieve their own personal goals.  

“We want to educate our consumers on informed food choices and encourage them to lead an active, healthy lifestyle.”  

A number of short and long-term measures of success are being used to gauge the impact of the sponsorship. These include supporting Anthony in her training and performance journey this year, creating education platforms and content with the AIS around nutrition, further investment in grassroots sporting clubs at a local level and continuing to solidify the brand’s position as the healthy choice, Goss said.

 Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page   

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in