Red Rooster leans on AI storytelling in new Hot Honey campaign

Red Rooster is giving one of its most popular menu items a fresh cultural spin, launching the latest Hot Honey Crunch Fried Chicken campaign with an adults-only e-storybook instead of a traditional TVC.

Developed with Leo Australia, The Birds & The Bees: The Unofficial Story of How Hot Honey Crunch Was Made uses AI-powered illustration to tell a tongue-in-cheek origin story about “Chris P. Chicken” and “Hot Honey”. Styled as a parody of Golden Books, the campaign aims to spark buzz, extend the life of the Hot Honey platform, and cut through beyond traditional QSR channels.

“Hot Honey has cemented itself as one of our most loved menu items, but we know there are still plenty of Australians yet to try it,” Sam Bragg, CEO of Red Rooster said. “Rather than rolling out just another TVC, we decided to lean into culture and storytelling. The Birds & The Bees creates buzz, sparks conversation, and engages customers in a more playful, shareable way.”

The campaign is a first for both Reds and Leo Australia in its use of AI illustration, with creative director Michelle Walsh describing it as “an adults-only picture book about the conception of Reds’ Hot Honey chicken… brought to life with AI tools in record time to deliver a distinctive, cheeky idea that will cut through.”

The digital book is available free via Red Rooster’s merch shop, amplified by actress and musician Casey Burgess with a read-aloud on social channels. The campaign will also run across video, digital, PR, creator content and OOH, alongside a charity tie-in: on Red Nose Day, $1 from every Hot Honey Satisfryer Box sold nationally will go to Red Nose Australia.

The Hot Honey campaign runs for six weeks from 27 August.