Red Rooster backs “Australia’s heartland” in new brand push via Leo Australia

Red Rooster has rolled out a new major brand campaign, positioning the move as a decisive reinvention of its brand story across advertising, digital channels and the in-store experience.

Developed with long-term creative partner Leo Australia, the campaign is anchored by two television commercials supported by cutdowns, alongside social, digital, out-of-home, PR and refreshed in-store branding.

CEO Samantha Bragg said the work marks the next phase of the company’s brand evolution. “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,” Bragg said.

“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.”

Rather than leaning on highly stylised food imagery, the creative direction centres on suburban Australia and the everyday communities Red Rooster serves.

Leo Australia’s strategy deliberately steps away from aspirational tropes. The television commercials were filmed entirely in real suburban locations using street casting, with talent drawn from local communities rather than professional actors.

Leo Australia executive creative director Tommy Cehak said the approach prioritised realism and cultural texture.

“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,” Cehak said.

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The campaign’s soundtrack features “Matchday” from Western Sydney artists 3NDLES5 and Crazymike, while a voiceover by rapper Zion Garcia drives the energy of the films. NRL player Jared Waerea-Hargreaves appears in an off-field role, alongside former Red Rooster crew member and TikTok creator Hady Saleh.

Cehak said the work reinforces Red Rooster’s local credentials.

“Reds isn't some global fast-food chain. They're Australia's first chicken shop and this campaign is a reminder of that,” he said.

“Red Rooster is a place for the hungry, the hardworking and the hot chip obsessed.”

Media planning was led by Atomic 212°, with the campaign spanning film, OOH and product advertising. Red Rooster said the broader brand repositioning would extend beyond communications into tone of voice, menu boards, uniforms and in-store design.

The campaign launched nationally on February 22.