‘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.

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.

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