Red Rooster celebrates family in campaign introducing new tagline ‘tender loving chicken’

Red Rooster is focusing on family and the ritual of dinner in a campaign which sees the fast food chain introduce the tagline ‘Red Rooster – tender loving chicken’.

The campaign, created by the restaurant’s strategic agency Brand Council, focuses on the rituals of families, placing emphasis on the ritual of dinner and how Red Rooster is part of that.

The campaign was developed before and during the recent creative agency pitch which saw the account shift from 303Lowe Perth to Naked Communications with Naked tasked with developing the new direction into the future.

Red Rooster national marketing manager Anna Jones said: “Red Rooster has been an iconic Australian brand serving roast chicken to Australian families since 1972, but the world around us has changed. Competition has proliferated and strengthened, attitudes to food have changed and customers are savvier than ever. This campaign is the first from a brand that is changing tack.

“It’s time for Red Rooster to move forward, for us to re-invigorate and re-capture our iconic position and take our own path. Red Rooster exists to bring people and families together around Australia’s best roast chicken and we want to stay true to this cause. We believe everyone needs a little bit of TLC.”

The minute-long ad, which also runs in a 30 second execution, is complemented by two 15-second ads playing with the ritual of dinner and family and is complemented across radio, outdoor, cinema, digital, search and social media.


Red Rooster

  • National Marketing Manager, Anna Jones
  • Senior Brand Manager, Maree Setzinger
  • Brand Manager, Sarah Stoker
  • Marketing Executive, Alissa Breit

Agency, Brand Council

  • Partner, Reg Bryson
  • Partner, Trudi Cassin
  • Senior Copywriter, Julie Faktor
  • Senior Art Director, Benjamin Gay
  • Producer, Amanda Collins
  • Production Company, Finch
  • Director, Nic Finlayson
  • Producer, Roy De Giorgio

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