Red Rooster tempts Sydney Roosters with new fried chicken, via campaign from Leo Burnett
Red Rooster (also known as Reds), is leveraging its long-term sponsorship of its three sports partners – the Sydney Roosters, Touch Football Australia and St Kilda FC – to compel Australians to try its burgers and friend chicken, via a campaign from Leo Burnett.
Reds’ ‘Crunch Time’ campaign is helmed by a humourous 15-second commercial, along with three 6-second versions featuring Rooster players, Sandon Smith, Joseph Sua’ali’l and Sam Walker.
The film places viewers into a one of the team’s training sessions. But rather than focusing on developing their skills, the session is being used to develop the players’ resistance to trying Reds’ fried chicken.
Outside of the creative, ‘Crunch Time’ is being promoted through the chain’s “bespoke Crunch Time Box”, decorated in the logos of the above mentioned sports entities. The box also comes complete with a free mini football, available in three designs.
When asked to comment on the campaign, Red Rooster’s director of marketing, Ashley Hughes, said the company’s goal was to highlight its sports partnerships and sponsorships in a light-hearted, fun way.
“Reds has been a sponsor of the Roosters for years, but this is the first campaign we have created celebrating the partnership,” Hughes revealed.
“The campaign centres around the idea that Roosters players know Final Season is crunch time and they need to focus, but Reds decides to introduce them to a new version of Crunch Time, tempting them to satisfy their chicken cravings and test how focused they really are.
“The TVCs highlight some tongue in cheek training sessions, putting the players (Smith, Sua’ali’i and Walker) through their paces in a dedicated and unusual challenge, testing how they resist the temptation to try our crunchy fried chicken.”
The ‘Crunch Time’ platform and its associated box officially launch August 28, with the former being accessible in-restaurant, and through socials, FTA and digital. The latter will be purchasable in-market for 6 weeks, and is available through delivery, take away, drive thru, dine in and click & collect channels.
Campaign Credits
Client
Ashley Hughes, Director of Marketing, Red Rooster
Jane Hillsdon, Marketing Manager, Red Rooster
Stephanie Gardner, Brand Manager, Red Rooster
Stella Katsaros, PR & Communications Manager, Red Rooster
Creative Agency: Leo Burnett
Chief Client Partner: Amanda Wheeler
Business Director: Dani Garabedian
Business Executive: Max Reiser
Creative Director: Marijke Spain
Creative Director: Michelle Walsh
Copywriter: Kevin Ma
Senior Designer: Dinah Pollard
PXP Senior Integrated Producer: Lauren Woods
Production Company: Taxi Film Production
Producer: Simone Mackie
Director: Joshua Logue
DOP: Jani Hakli
Food Stylist: Ben Masters
Offline Editor: Matt Bennett
Online: Chris Grocott @ White Chocolate
Sound Post: Daniel William @ Rumble Studios
Casting: Fountainhead Casting
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Ashley Hughes
Joseph Sua'ali'l
Leo Burnett
Red Rooster
Sam Walker
Sandon Smith
ST Kilda FC
Sydney Roosters
Touch Football Australia
The funny thing this – the closest Red Rooster to the Eastern Suburbs is at the airport!
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