‘Sexualisation was the point’: Grill’d workers demand apology over ‘buns’ ad

Grill’d is facing worker demands to retract and apologise for a suggestive new advertising campaign that has been accused of sexualising women and putting female staff at risk of harassment.

The campaign depicts a burger resting on the back of a woman in activewear with her midriff exposed alongside the text “Super Buns to brag about”, and has been displayed on posters in restaurants and on the restaurant chain’s website and social media accounts.

An 18-year-old Grill’d employee, who spoke on condition of anonymity to protect her employment, said she was disappointed by the ad’s consequences for young female workers and accused the company of objectifying women.

“I understand the catchiness of the advertisement,” she said in a statement. “However, to display such posters is to profit off the cheeky manner of them. With that, they are profiting off the unwanted sexualisation and focus on the bodies of female workers.”

Grill’d Workers United, a worker advocacy group organised by members of the United Workers Union, said the ad was “not edgy, clever or harmless” and demanded Grill’d end the campaign and apologise.

“It is a degrading corporate choice that sexualises women, embarrasses staff and tells female workers that Grill’d is prepared to use women’s bodies as a punchline to sell burgers,” a statement from the group said.

Grill’d was co-founded in 2004 by Simon Crowe, who also owns chocolate cafe chain Koko Black and operates nearly 180 restaurants around Australia. He has tried to differentiate the burger business by portraying it as healthier, more sustainable and community-centric than its rivals.

In a statement, Grill’d said the campaign’s intention was to “bring some light-hearted, cheeky creativity to a product category that’s often very functional”.

“The campaign features both male and female athletes and shows strength and vibrancy, which are benefits of the product we are promoting,” the statement said.

Five women were involved in and signed off on the campaign. The company said social media response had been “overwhelmingly positive”, with those who raised concerns representing “a very small percentage of feedback”.

“However, we acknowledge this campaign may be perceived differently by different people. We value all the feedback we’ve received, and we’re always open to hearing directly from our team and customers,” the statement said.

Grill’d launched the Super Buns campaign on the same day the consumer watchdog announced legal action against Grill’d over its previous campaign, “Tree Day Tuesday”, which told consumers $1 would be donated for every burger purchased on Tuesdays. Only 4 per cent of burgers qualified, the ACCC alleged. Grill’d is yet to lodge a defence, but has said it takes the consumer law seriously and pointed to more than $250,000 it has donated to plant trees.

Another Grill’d worker said he complained to his manager as soon as the posters were delivered to stores. “[I] was told that my interpretation was wrong initially, which was then backpedalled to claim that sexualisation was the point of the campaign,” he said.

In posts and comments on an internal Grill’d employee platform, seen by this masthead, workers expressed discomfort at putting the posters up and concerns it would prompt some customers to make inappropriate comments to staff.

Grill’d has developed a chequered track record over the past decade for disputes with staff over wages and working conditions. Before the ACCC launched legal action against the chain, it was hit with a class action lawsuit for allegedly denying workers 10-minute paid breaks. Crowe has said the company would “vigorously defend” the case.

Australian National University marketing and advertising lecturer Dr Andrew Hughes said he was astounded by the tone of the advertisements. “Perception is in the minds of the person who sees the ad,” he said.

“They’re a premium brand and they’re going cheap. If they were Hooters, no worries, I’d get the use of that messaging and format and content, but they’re not. They’re Grill’d,” he said. “You don’t sell sex, you sell burgers.”