Chargrill Charlie's
Solidifying Chargrill Charlie's as the true home of chicken salt
THE CHALLENGE
Chargrill Charlie’s, beloved by Aussies but with only 19 stores, was up against much larger competitors with bigger marketing budgets. Despite its cult following, Charlie needed a bold way to stand out in the crowded fast food space and solidify its place as the true home of chicken salt — Australia’s favourite seasoning.
THE SOLUTION
To leverage Charlie’s legendary chicken salt, we created the world’s first Chicken Salt Bath Salt. We turned the iconic flavour into an unexpected and playful bath experience, allowing fans to soak in the salty goodness they love. This cheeky innovation caught global attention, driving 5 million impressions and elevating Charlie’s status as the ultimate destination for chicken salt lovers.
