Australia’s first chicken shop, Red Rooster, has announced the launch of a new brand campaign across every customer touchpoint.

The campaign, via long-term creative partner Leo Australia, is spearheaded by two 30-second brand TVCs supported by two 15-second iterations, plus 6-second cutdowns, social, digital, OOH, PR and in-store branding.

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Leo’s creative strategy rejects aspirational perfection and instead leans into authenticity. The TVCs are shot entirely in real suburban locations, leaning heavily into street casting, with the work featuring everyday life and Aussies showing up as themselves in everyday, lived-in situations.

Red Rooster launches new brand campaign via Leo Australia across TVCs, social, digital, OOH, PR and in-store branding in suburban locations real everyday customer touchpoint.

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According to the campaign to find the right talent, Leo wrote a love letter to the heartlands of Australia, seeking the people who make those places what they are and help put Red Rooster’s support on the map.

Tommy Cehak, Executive Creative Director at Leo, 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 soundtrack is “Matchday” from Western Sydney artists 3NDLES5 and Crazymike, while a voiceover by local rapper Zion Garcia carries the energy and pride of Red Rooster’s campaign. NRL and Sydney Roosters legend, Jared Waerea-Hargreaves, appears in an off-field role, while former Red Rooster crew member and TikTok creator Hady Saleh represents a younger generation of suburban voices and Red Rooster devotees. The film is directed by Riley Blakeway, whose documentary-style approach captures honest, soulful performances.

Cehak continued: “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.”

With media led by Atomic 212°, the campaign spans branded film, OOH and product advertising. Beyond straight marcomms, Red Rooster’s brand reinvention will be embedded into the full 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.

Bragg added: “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.”

Credits

Client: Red Rooster
Chief Executive Officer: Samantha Bragg
Head of CX & Digital: Hollie Lowe
Head of Marketing: Lisa White
PR & Communications Manager: Stella Katsaros
Creative Agency: Leo Australia
Creative Agency: Leo Australia
CEO: Clare Pickens
CCO: Andy Fergusson
Executive Creative Director: Tommy Cehak
Senior Art Director: Daniel Stewart
Senior Copywriter: Tatsuki Kamekawa
Creative Director: Michelle Walsh
CSO: Catherine King
Group Strategy Director: Vince Usher
Chief Client Partner: James Walker-Smith
Group Business Director: Shae Jones
Senior Business Manager: Sebastian Soto Lopez
Senior Producer: Fiona Norman
Media Partners: Atomic 212°
General Manager: Ashleigh Carter
Group Account Director: Kate Lemoine
Client Lead: Ashleigh Pitcher
P&T Director: Bettina Benjamin
Performance Director: Karla Silva Villegas
Production Company: DIVISION
Director: Riley Blakeway
Managing Director / Executive Producer: Genevieve Triquet
Executive Producer: Lib Kelly
Producer: Marge McInnes
DOP: Tyson Perkins
Photographer: Josh Robenstone
Senior Producer: Karen Hayward
Casting: Byrne Creative
Post-Production: White Chocolate
Editor: Stewart Arnott
Online: Chris Grocott
Grade: Matt Fezz
Sound House: Rumble
Sound Designer: Daniel William
Sting Composer: Jeremy Richmond
Music: “Matchday”
Written by Mitchell Tolman & Michael Hassett
Performed by 3NDLES5, Crazymike, Courtesy of 3NDLES5, Crazymike