Red Rooster overhauls brand positioning with new ad push
The refresh also updates menus, uniforms, social media, and store design.
Red Rooster has rolled out a new brand campaign as part of a broader reset of how the chain presents itself across marketing and in-store touchpoints.
Developed with agency Leo Australia, the campaign includes two 30-second TV ads, shorter cutdowns, and activity across social, digital, outdoor, PR and in-store branding.
The ads were filmed in suburban settings using street casting and focus on everyday Australian life.
Music comes from Western Sydney artists 3NDLES5 and Crazymike, with a voiceover by rapper Zion Garcia.
NRL player Jared Waerea-Hargreaves appears alongside TikTok creator and former Red Rooster employee Hady Saleh.
The ads were directed by Riley Blakeway, who used a documentary-style approach.
With media managed by Atomic 212°, the campaign runs across branded film, outdoor, and product advertising.
The company says the refresh will extend beyond advertising to menu boards, uniforms, social media, and store design.
The campaign launched on 22 February.
