Red Rooster appoints Kill Boring Dead as social agency partner

Red Rooster has appointed Kill Boring Dead as its social media agency partner, signalling a shift toward a more social-dominant marketing strategy in 2026.

The appointment positions social as a central brand platform for the fast-food chain, as it looks to move beyond traditional content calendars and lean into culturally relevant, native-first ideas designed specifically for social environments.

Kill Boring Dead will work with Red Rooster on social strategy, creative and content, with a focus on driving stronger ROI while building Reds’ internal capability to use social as a high-impact marketing channel.

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Sam Bragg, CEO of Red Rooster, said the partnership reflects the brand’s appetite to push beyond safe and conventional marketing.

“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.

The agency has already begun working with the brand, including hosting a Festival of Creativity session for Red Rooster as part of early strategy development.

Marcus Willis, CEO of Kill Boring Dead, said the brand has a clear opportunity to differentiate through social.

“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,” Willis said.

The partnership commences immediately, with the first campaign expected to launch in Q1 2026.