The #Gift
The Industry
The Influencers
Food, Sports & Fitness, Health & Wellness Creators
Micro to macro creators
All follower sizes
Australia-wide reach
Family, lifestyle and socially driven audiences
The challenge
Grill’d is Australia’s go-to destination for burgers done better, known for its fresh ingredients, healthier fast-food positioning and strong community focus. With restaurants across the country, Grill’d wanted to spark authentic social buzz at scale, encouraging creators to capture real-life moments enjoying Grill’d meals with friends and family, in-store.
The challenge? Reaching creators nationwide without spending countless hours on manual outreach, negotiations and coordination. Grill’d needed a fast, efficient way to connect with a high volume of creators, while still ensuring the content felt genuine, fun and aligned with their brand values.
The solution
Using #gifted, Grill’d launched a nationwide contra-gifting campaign, offering creators a $150 in-store voucher to enjoy Grill’d on their terms. Creators were invited to apply directly through the platform, with Grill’d setting clear criteria around content style and influencer niches, food, fitness, sport and wellness, while remaining open to creators of all audience sizes.
The campaign generated over 800 creator applications, giving Grill’d the ability to quickly and easily select 52 creators from across Australia, all without the manual back-and-forth typically associated with influencer outreach.
Creators visited their local Grill’d restaurant, captured authentic burger moments, and shared fun, engaging content across Instagram Reels, TikTok and Instagram Stories, showcasing Grill’d as a place to eat well, feel good, and enjoy time together.
The Results
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