Leo Australia and Red Rooster launch new brand platform

Leo Australia and Red Rooster have launched a new brand platform, 'The Rooster's Calling', via a major campaign designed to reinvent Red Rooster's image and influence every customer touchpoint. .

Documentary-style spots feature a range of characters, including local Australian musical talent and a cameo from former NRL star Jared Waerea-Hargreaves. To find the right talent, Leo’s wrote a love letter to the heartlands of Australia, seeking the people who make those places what they are and help put Red Rooster’s support on the map.

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.”

Red Rooster’s CEO, Samantha Bragg, said the campaign marks the next step in the brand’s bold new chapter. “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. 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."

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