Red Rooster pens ‘love letter to Australia’s heartlands’ in new Leo campaign
Red Rooster has leaned into street casting for its latest campaign, calling it a “love letter to the heartlands of Australia.”
The homegrown fast-food giant hired a number of Western Sydney locals and non-professional actors for its TV spots, created by Leo Australia, hoping to strike a chord with suburban Aussies.
Filmed at Red Rooster Campbelltown and underscored by a soundtrack from Matchday from Western Sydney artists 3NDLES5 and Crazymike, the campaign is described as a “bold new chapter” for the brand, according to Red Rooster CEO Samantha Bragg.
“The brief was simple. We are a great Australian success story that grew from one person’s dream to open a chicken shop, to a national brand run by small business owners operating in a market where we need to punch above our weight against some big global juggernauts,” she said in a press release statement.
“The best way to challenge was to create work that is authentic to who we are, who we’re for, and where we’ve come from. A story that only Red Rooster can tell.”
In addition to a 60-second TV ad and shorter cutdowns, the campaign will run across social, digital, out-of-home, in-store branding, and earned media from February 22. Atomic 212 is handling the media strategy.
In the media release, Red Rooster said Leo’s creative strategy “rejects aspirational perfection and instead leans into authenticity. T
Tommy Cehak, executive creative director at Leo, said “Fast forward to now, and somehow the very people we imagined when writing the scripts have ended up in the ads, which almost never happens. It’s truly captured the imagination and authenticity of Australia’s suburban heartland.”
Campaign credits:
Client: Red Rooster
Chief Executive Officer: Samantha Bragg
Head of CX & Digital: Hollie Lowe
Head of Marketing: Lisa White
PR & Communications Manager: Stella Katsaros
Creative Agency: Leo Australia
CEO: Clare Pickens
CCO: Andy Fergusson
Executive Creative Director: Tommy Cehak
Senior Art Director: Daniel Stewart
Senior Copywriter: Tatsuki Kamekawa
Creative Director: Michelle Walsh
CSO: Catherine King
Group Strategy Director: Vince Usher
Chief Client Partner: James Walker-Smith
Group Business Director: Shae Jones
Senior Business Manager: Sebastian Soto Lopez
Senior Producer: Fiona Norman
Media Partners: Atomic 212°
General Manager: Ashleigh Carter
Group Account Director: Kate Lemoine
Client Lead: Ashleigh Pitcher
P&T Director: Bettina Benjamin
Performance Director: Karla Silva Villegas
Production Company: DIVISION
Director: Riley Blakeway
Managing Director / Executive Producer: Genevieve Triquet
Executive Producer: Lib Kelly
Producer: Marge McInnes
DOP: Tyson Perkins
Photographer: Josh Robenstone
Senior Producer: Karen Hayward
Casting: Byrne Creative
Post-Production: White Chocolate
Editor: Stewart Arnott
Online: Chris Grocott
Grade: Matt Fezz
Sound House: Rumble
Sound Designer: Daniel William
Sting Composer: Jeremy Richmond
Music: ”Matchday”
Written by Mitchell Tolman & Michael Hassett
Performed by 3NDLES5, Crazymike, Courtesy of 3NDLES5, Crazymike
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