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<\/a><\/p>\nThe 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.<\/p>\n
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Leo\u2019s 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.<\/p>\n<\/p>\n 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.<\/p>\n advertisement<\/p>\n 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\u2019s support on the map.<\/p>\n<\/p>\n Tommy Cehak, Executive Creative Director at Leo, said \u201cFast 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\u2019s truly captured the imagination and authenticity of Australia\u2019s suburban heartland.\u201d<\/p>\n The soundtrack is \u201cMatchday\u201d from Western Sydney artists 3NDLES5 and Crazymike, while a voiceover by local rapper Zion Garcia carries the energy and pride of Red Rooster\u2019s 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.<\/p>\n Cehak continued: \u201cReds isn\u2019t some global fast-food chain. They\u2019re Australia\u2019s 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.\u201d<\/p>\n With media led by Atomic 212\u00b0, the campaign spans branded film, OOH and product advertising. Beyond straight marcomms, Red Rooster\u2019s 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\u2019 iconic status.<\/p>\n Bragg added: \u201cIn today\u2019s 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.\u201d<\/p>\n<\/a><\/p>\n<\/a><\/p>\n<\/a><\/p>\n<\/a><\/p>\n