Australia – Australia’s first chicken shop, Red Rooster, has launched a major new brand campaign aimed at redefining its brand story across all customer touchpoints.
Developed with long-term creative partner Leo Australia, the campaign features two 30-second brand TV commercials supported by 15-second iterations, six-second cutdowns, as well as social, digital, out-of-home (OOH), PR, and in-store branding executions.
Red Rooster CEO Samantha Bragg said the campaign represents the next phase of the company’s evolution.
“The 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. The best way to challenge was to create work that is authentic to who we are, who we’re for, and where we’ve come from. A story that only Red Rooster can tell,” Bragg said.
He added, “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.
“I am incredibly proud of this work for its representation of our brand and our communities and the moments our food is shared,” Bragg explained.
According to Leo, the creative strategy moves away from aspirational perfection and instead focuses on authenticity. The TVCs were shot in real suburban locations and rely heavily on street casting, depicting everyday Australians in lived-in settings.
Tommy Cehak, executive creative director at Leo, said the casting process closely aligned with the original vision for the campaign.
Cehak said: “Fast forward to now, and somehow the very people we imagined when writing the scripts have ended up in the ads, which almost never happens. It’s truly captured the imagination and authenticity of Australia’s suburban heartland.”
The campaign’s soundtrack features “Matchday” by Western Sydney artists 3NDLES5 and Crazymike, with a voiceover by local rapper Zion Garcia. Jared Waerea-Hargreaves appears in an off-field role, while former Red Rooster crew member and TikTok creator Hady Saleh also features in the campaign. The film was directed by Riley Blakeway, known for his documentary-style approach.
Cehak added: “Reds isn’t some global fast-food chain. They’re Australia’s first chicken shop and this campaign is a reminder of that. The brand is proud of who they are, the people they serve and represent, and where they come from. Red Rooster is a place for the hungry, the hardworking and the hot chip obsessed.”
Media for the campaign is led by Atomic 212°, spanning branded film, OOH, and product advertising. Beyond marketing communications, the company said the brand reinvention will extend across the customer experience, including tone of voice, menu boards, uniforms, social strategy, and in-store design, as it looks to restore consistency and reinforce its iconic positioning.
Bragg concluded, “In today’s fast-moving and competitive market our focus is firmly on our customers and long-term brand growth, and our new brand story is just the beginning.”