Red Rooster names White Grey lead social media agency

Red Rooster, part of Craveable Brands, has appointed White Grey as social media agency of record, responsible for the social strategy, creative, content creative and community management.

The appointment follows a competitive pitch process and comes at the same time Craveable Brands has announced that it has reappointed Mindshare to its media account.

White Grey has joined Red Rooster’s roster

CEO of White Grey, Lee Simpson, said: “White Grey will be bringing to life the fun-loving qualities of Red Rooster making everyday chicken moments synonymous with Australian’s sense of fun. We can’t wait to get started and also enjoy some great tasting chicken along the way.”

In January 2019, KFC’s group marketing manager, Ashley Hughes, moved across to competitor Red Rooster to become its director of marketing.

KFC’s creative account is serviced by White Grey’s fellow WPP AUNZ agency, Ogilvy.

During the pitch Red Rooster was looking for an agency partner ‘that could create and implement a clever social media strategy which would inspire Australians to satisfy their love of chicken and make Red Rooster their QSR brand of choice’.

Hughes said: “White Grey demonstrated a solid understanding of our brand values and positioning
and presented an ingenious social strategy underpinned by clever creative and content that matched the fun-loving nature of our brand. We look forward to working with the team and bringing the strategy to life.”

Work has begun on the account immediately with the first work expected to launch in early 2021.

The creative account for Craveable Brands is held by Leo Burnett.

White Grey is currently undergoing a merger with AKQA. The local leadership team is yet to be announced.


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