Red Rooster is reinventing its brand through a just-launched major campaign that champions Australia’s suburban heartland.
CEO Samantha Bragg said the campaign brief was simple.
“We are a great Australian success story that grew from one person’s dream to open a chicken shop, to a national brand run by small business owners operating in a market where we need to punch above our weight against some big global juggernauts.”
Bragg said taking an authentic approach to the brand’s identity was key.
“The work is not about being a little fancy through glossy food shots and aspirational locations but is centred on celebrating the communities we serve and our ability to reward their efforts with hearty feeds and honest value. Red Rooster has always been a part of Australia’s heartland, and we’re here to keep backing the people who keep it running,” Bragg said.
The campaign was created by long-term creative partner Leo Australia, and includes two brand tv commercials, social, digital, OOH, PR and in-store branding.
The TVCs are shot entirely in real suburban locations featuring everyday life and Aussies showing up as themselves in every day, lived-in situations.
Red Rooster’s brand reinvention will be embedded into the customer experience, from tone of voice and menu boards to uniforms, social strategy and in-store design restoring consistency, and reclaiming the brands’ iconic status.
