About GWUThe campaign landed in stores
Grill'd promoted its Super Bun with sexualised imagery online, on social media and on posters in restaurants.
Campaign win - June 2026
How Grill'd workers forced the Super Bun campaign down.
In June 2026, Grill'd rolled out a sexualised advertising campaign for its Super Bun. Workers called it out internally, publicly and collectively. Grill'd removed the campaign from its website and told restaurants to remove the material.
That is what a union win can look like: workers identifying a workplace problem, standing together, and forcing a real change.
What happened
A marketing decision became a workplace issue.
The campaign was not just an ad. It was material workers were expected to stand beside while serving customers.
Workers raised the alarm
Workers spoke up about the impact on young women at work, including the risk of being sexualised or targeted by customers while serving them.
GWU made it public
Grill'd Workers United condemned the material, demanded its removal, and called for workers to receive an apology and explanation.
The story broke wider
Media coverage and public pressure made the issue visible beyond internal channels.
Grill'd backed down
The campaign was removed from the company's website, and restaurants were instructed to take down the promotional material.
The demand
Workers wanted more than quiet damage control.
GWU's statement framed the campaign as a workplace respect and safety issue. The core demand was simple: remove the material, apologise to workers, explain how it was approved, and make sure workers would not be punished for speaking up.
Remove the campaign material from restaurants.
Apologise to workers and customers.
Communicate directly with staff.
Explain how the campaign was approved.
Why this was a union win
Workers changed the balance of power.
A union win is not only a new clause in an agreement. Sometimes it is workers proving the company has to listen when they act together.
Workers treated it as a shared issue
The problem was not left to one embarrassed worker or one store. Workers connected the issue to dignity, safety and respect across Grill'd.
Young workers were backed in
The campaign centred the workers expected to stand near the material and deal with customer reactions during their shifts.
Collective pressure changed the company response
Internal objections, public statements and media attention made it harder for Grill'd to ignore what workers were saying.
The outcome was concrete
Workers did not just win agreement that the campaign was harmful. The material came down.
If something at work feels wrong, do not sit with it alone.
GWU can help workers connect, document issues and decide what to do next. Formal union membership and representation comes through the United Workers Union.