Grill’d pulls ‘degrading’ burger ad after worker backlash
Burger chain Grill’d has pulled a marketing campaign after some of its workers branded the material as “degrading”.
The restaurant giant removed the ad from its website and stores following complaints.
Grill’d has pulled a marketing campaign after its workers branded the material as “degrading”. Paul Rovere/Nine
The marketing campaign featured the words “Super Buns to Brag About” and depicted a burger resting on the lower back of a woman in activewear.
Grill’d Workers United, an independent worker-run network of Grill’d staff, said the company instructed workers to remove the promotional material.
“This is a win for every worker who called this campaign out,” the group said in a statement.
“It is a win for the young women who were expected to stand beside degrading promotional material serving customers.
“It is a win for every Grill’d worker who refused to accept that sexualising women was just another marketing decision handed down from support office.
“We also know that Grill’d did not act because it suddenly discovered respect for workers.
“It is clear why this change happened: Grill’d workers spoke up.
“They called the posters out internally, publicly and collectively.
“They made it impossible for the company to ignore the harm it had caused.”
A Grill’d spokesperson told The Sydney Morning Herald the intention behind the campaign was to “bring some light-hearted fun and creativity” with a focus on “strength and vibrancy”.
“With a small number of team members raising concerns about one specific image used in the campaign marketing materials, we’ve made the decision to remove it,” the spokesperson said.
Grill'd has pulled its "Super Buns to Brag About" campaign. Grill'd
“The performance and nutritional benefits are genuine, and we wanted to communicate with them in a way that’s engaging and memorable, rather than clinical.”
Nine.com.au has contacted Grill’d for comment.
Grill’d Workers United called for the restaurant giant to apologise.
“It owes them an explanation for how this campaign was approved,” the workers’ network said.
“It must guarantee that no worker will be disciplined, pressured or targeted for speaking up about it.
“Grill’d Workers United is proud to stand with the workers who spoke up, and we will keep pushing for workplaces built on respect, safety and dignity.”
Last month the consumer watchdog said it would take Grill’d to court over allegations the burger chain misled consumers about charity donations made as part of its “Tree Day Tuesday” campaign.
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