Red Rooster gets saucy with adults-only picture book, via Leo Australia

August 27, 2025 10:28

Red Rooster is “rewriting the rules” of quick service restaurant (QSR) marketing, using AI-powered publishing to revive a hero item through the launch of an e-storybook.

Red Rooster and creative agency Leo Australia moved beyond the traditional TVC to market one of its chicken dishes. The new above-the-line campaign heroes one of the QSR’s most popular menu items, the “Hot Honey Crunch Fried Chicken”.

The e-storybook, titled “The Birds & The Bees: The Unofficial Story of How Hot Honey Crunch Was Made”, is described as a tongue-in-cheek, adults-only parody picture book, exploring the item’s “origin story” via two star-crossed lovers, “Chris P Chicken” and “Hot Honey”.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

ai Hot Honey Crunch Fried Chicken Leo Australia Michelle Walsh Red Rooster Sam Bragg The Birds & The Bees: The Unofficial Story of How Hot Honey Crunch Was Made

1 COMMENTS

Clarifying 27 Aug 25

Have I read this release wrong, or has a long standing creative agency who must know how hard the creative industry is at the moment sent out a press release promoting the fact they have used AI instead of engaging (and paying) a skilled illustrator and publisher?

5 Likes

User ID not verified.