CHALLENGE: In March 2021, The Walking Dead was returning to screens for the second part of Season 10. BINGE needed to position themselves as the home of the world’s best shows – in particular the world’s best zombie show, The Walking Dead, and broaden the appeal past the bolt on fans.
IDEA: The Walking Dead fans are renowned for their cosplay and attention to detail when it comes to replicating elements of the show. But there’s been one thing fans have never been able to reproduce…
the experience of eating brains; a delicacy for zombies. We utilised Grill’d’s menu research and development expertise to create the
BINGE Brain Burger, a one-of-a-kind zombie creation. The BINGE Brain Burger contained a panko crumbed and deep-fried lamb brain, wedged in-between a charcoal bun, topped with oak leaf lettuce, tomato, rhubarb, beetroot ketchup, and dripping in a specially-made ‘brainnaise’.
RESULTS: In total we generated 68 pieces of coverage with a potential reach of over 62 million. After receiving mass media attention the brain burgers sold out nationwide. The Walking Dead was the no.1 show on BINGE when it premiered, remaining there across the first week.
