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.

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