Flaming Grill was made for summer. Big beer gardens, live sport and food built for sharing – but none of it was coming together as one clear story. Guests who knew the brand loved it, yet with much of the estate lacking a distinct external identity, plenty of people driving past had no idea what Flaming Grill was all about.
Without a proper summer campaign to rally around, its biggest season was being left to chance. Our challenge was to create a platform that could own the summer – distinctive enough to get Flaming Grill noticed, flexible enough to work everywhere, and tempting enough to make it the obvious choice when the sun comes out.Getting under the skin of the brand
We dug into who visits Flaming Grill and why. Guests who know the brand love it, coming back again and again and treating their local as part of the neighbourhood. The real challenge was acquisition: too many people were driving straight past without knowing what was waiting inside. That gap between guest love and awareness became our starting point.
Owning the moment
We kept coming back to the same moment: when someone in the group chat says, ‘oh, go on then.’ The quiet night is off and Flaming Grill becomes the answer. That led to our mission – to own that exhale when people stop being sensible and decide to go out instead. It’s also where the campaign name came from.
Creating a platform, not just a campaign
One hero image and headline wasn’t going to cut it. Summer needed to show up everywhere, from menus and screens to social and the tables themselves. So we built a full toolkit of assets, colours and mechanics that could flex across every format without ever losing the thread.
A platform built to flex
‘Go On, It’s Summer’ became Flaming Grill’s answer to what summer should feel like. The line carries the energy in headline moments, while a simple lock-up and consistent campaign footer give every piece of creative a shared, unmistakable home across every format.
Bringing order to the energy
We built distinct colourways for campaign, events, food and sport content, all within the same bold yellow-and-blue identity. Guests can tell at a glance what they’re looking at, while animation and promotional stickers bring it all to life across screens and social – from Karaoke Night and Burger Week to 2-for-1 offers.
Made to last all summer
Rather than one big launch moment, we created a platform that could dial up and down throughout the season, moving between sport, food, events and everyday messaging without needing to reinvent the campaign. Awareness creative builds the world and feeling, while sharper activation copy gives guests a clear reason to book a table tonight.
Flaming Grill now has a distinctive summer identity that brings the whole season together under one recognisable platform. Go On, It’s Summer creates consistency across every touchpoint, while the flexible toolkit makes it easy to roll out new promos, events and offers without losing the wider campaign story. A dedicated bank of authentic photography gives the brand a clearer way to show what a Flaming Grill summer looks like, while the colour system and lock-up mechanics give the team a strong foundation to keep building on beyond the campaign.
Flaming Grill
A summer worth talking about
"We brought Whippet in to lead the strategic and creative repositioning of Flaming Grill ahead of our Summer campaign. They created a bold, playful and vibrant campaign that captured the brand’s personality and stood out in the market, while providing a strong platform for future guest communications. Their expertise, diligence and collaborative approach truly set them apart. I'd highly recommend Whippet to anyone looking for an exceptional creative partner."
Scott Rowland
Integrated Marketing Manager