Red Rooster has teamed up with Four’N Twenty pies – the ‘official pie’ of the AFL – for a limited edition chicken and gravy pie ahead of the Australian footy final season, launching with a fully integrated creative campaign via Leo Burnett Australia.
The campaign rollout, including its hero 15 second TVC announcing the collaboration, is being supported across online, social, digital, radio, and OOH, targeting the 18-34-year-old demo looking for an on-the-go, one-hand-eat lunch solution.
Marijke Spain, creative director at Leo Burnett said the creative agency was “excited to see a brief about the coming together of two iconic Australian brands.”
“In the spirit of our Reds platform, which celebrates the crazy things people do to satisfy their chicken cravings, we brought this partnership to life in an iconic Aussie scenario – a pie at the footy,” she said.
The campaign also sees the launch of special edition wearables available through the Red Rooster merch website.
CMO of Patties Food Group, owner of Four’N Twenty, Anand Surujpal, said: “It is always exciting when two Aussie icons come together to bring customers a brand-new product.”
Red Rooster’s director of marketing, Ashley Hughes, said he was looking forward to demonstrating Red Rooster’s roast chicken and gravy flavours “to a new and wider audience and embed the brand further in Aussie pop culture by collaborating with another highly recognisable iconic Australian food brand.”
“Four’N Twenty is famous for its pies, and we are famous for our chicken, and in my book, that makes this the perfect partnership,” Hughes said. “And we all know how much Australians love their pies, so we are very confident this limited edition menu item will be a hit with our customers, especially those heading to the footy and needing a delicious on-the-go winter lunch option to satisfy their cravings.”
Over the past few years, Red Rooster has been on on a mission to double in size as it seeks to shed its “bland and boring” brand perception by connecting to a younger, more diverse customer base.
The 50-year-old chicken brand underwent a significant brand overhaul and is continuing to transform through menu changes, store design, and brand positioning, which has already resulted in the brand growing by 40% in same-store growth.
See also: Flying the coop: How Red Rooster shook off outdated perceptions to drive 40% growth
Credits:
Client: Red Rooster
Director of marketing: Ashley Hughes
Marketing manager: Jane Hillsdon
Brand manager: Julia Lo Presti
PR and communications manager: Stella Katsaros
Creative agency: Leo Burnett Australia
Creative director: Marijke Spain
Creative director: Michelle Walsh
Art director: Cristina Muffatti
Copywriter: Kevin Ma
Senior business director: Nicole Denning
Business director: Dani Garabedian
PXP: Producer: Lauren Woods
Media: Atomic212
Production company: Photoplay
Director: Scott Otto Anderson
Executive producer: Emma Thompson
DOP: Daniel Ardilley
Food stylist: Jacqui Hing
Offline editor: Mark Bennett
Online: Chris Grocott (White Chocolate)
Sound post: Renee Park (Rumble Studios)
Casting: Danny Long