Red Rooster fuels Aussie P-platers via whiteGREY and Mindshare

Craveable Brands’ Red Rooster has partnered with NRMA to target young Aussie drivers with the lure of free fried chicken in the latest work from whiteGREY.

The PLate Up campaign aims to divert young drivers into Red Rooster drive throughs with an initiative that will reward P-platers with free fried chicken for a year, making Red Rooster synonymous with the first drive thru experience for drivers newly on their P-plates.

By signing up to the Red Rooster loyalty program ‘Red Royalty’ and entering the code PPLATE, new drivers will be able to claim a free piece of Red Rooster’s fried chicken every month, for a whole year. The initiative will also be available to parent and instructors driving with L-platers, using the code LPLATE.

whiteGREY was appointed as Red Rooster’s social media agency of record in November 2020, in the same month that saw Craveable brands reappointed Mindshare to its media account.

With media by Mindshare, the campaign will run throughout the year across social platforms including Instagram, Facebook, TikTok, YouTube and Spotify and will include  partnerships with Year13 and NRMA to connect with learners beyond standard channels.

Chad Mackenzie, chief creative officer, whiteGREY, says: “It seemed such a shame to see a moment in one of Australia’s greatest rites of passage fall to the big American chains. This campaign puts our beloved Red Rooster at the heart of this iconic milestone and rewards drivers and teachers for all the effort put in.”

Ashley Hughes, director of marketing, Red Rooster, added: “We wanted to tap into that significant time in a young person’s life- we wanted to be there when they got their driver’s licence and spread their wings. With the support of whiteGREY, we created a campaign that acknowledges the trials, tribulations and excitement that comes with getting your Ps. What better way to celebrate than with the best fried chicken in the country? At Red Rooster of course!”

Client: Red Rooster
Director of Marketing – Ashley Hughes
Marketing Manager– Lisa White
PR & Communications Manager – Stella Katsaros

Creative Agency: whiteGREY
Strategy Director – Brooke Thompson
Chief Strategy Officer – Simon Wassef
Art Director – Kieran Adams
Copywriter – Tom Lander
Content Creative – Darcy Bush
Designer – Alice Greene
Creative Director – Ronojoy Ghosh
Chief Creative Officer – Chad Mackenzie
Group Account Director – Shane Holmes
Senior Account Director – Alex Sunier
Senior Account Manager – Liz Kerr
Producer – Meredyth Judd
Head of Production – Kate Fishlock

Media Agency: Mindshare

Production: Coastal Creatives
Director & DOP- Alec Bruce-Mason
Food Stylist – Jacqui Hing Hudson
Motion Graphics Animator – Jess Morgan


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