Red Rooster moves social media account to Kill Boring Dead

January 29, 2026 11:41

Kill Boring Dead will handle Red Rooster's social media operations

Australian chicken chain Red Rooster has shifted its social media duties to Melbourne independent agency Kill Boring Dead.

Mumbrella understands that Leo Australia, which also handles Red Rooster’s creative brief, previously handled the fast food chain’s social media, taking it over in 2024 when incumbent White Grey was folded into AKQA.

The Publicis-owned creative agency acquired the chicken brand as a client in June 2018, after Craveable Brands — the holding company that owns Reds and fellow chicken outlets: Oporto, Chicken Treat and Chargrill Charlie’s — instigated a multi-agency pitch.

It still has the creative account with Leo Australia.

However, Red Rooster said its new social media partnership with KBD will “reinvigorate” its marketing approach with a strategy that “better utilises social media for community engagement, storytelling and experimentation”, according to a release.

Moving forward, the brand will prioritise producing creative content that improves its return on investment, while making its social channels more of an asset, the announcement added.

KBD’s appointment signifies a change of ownership for Reds’ social media duties, which previously belonged to Leo Australia.

In the media release, Reds’ chief executive officer (CEO), Sam Bragg, said the partnership will push the fast-food chain into an era defined by more innovation.

Sam Bragg

“Australia’s original chicken shop is officially done playing it safe, and this is just the beginning,” Bragg said.

“As we look to the future, we want our marketing to be as brave and bold as the brand itself, and while traditional media will always be part of our media strategy, we are excited about engaging new and loyal customers in a different way.

“Kill Boring Dead get culture, they get social, and they’re not afraid to challenge conventions. This partnership is about backing creativity, embracing risk, and showing up in a way that feels real, not rehearsed.”

In the same release, KBD’s CEO Marcus Willis said, “Reds is an iconic Australian brand with a huge opportunity to own culture in a way most of their competitors won’t. They’re hungry to be brave, to move fast, and to put social at the centre, not the sidelines.

“Even our Experience Lead, Shanice, got a tattoo of a pineapple fritter and the Reds logo, and yes, I’ve promised her free fritters for life. These are the kinds of KPIs we take seriously.

“In this game of chicken, Red Rooster’s not flinching. They’re flooring it.”

KBD’s partnership with Reds commences immediately. The companies’ first collaboration — a campaign — is expected to roll out later this year.