Red Rooster makes bold burger play with new Cheeseburger launch

Red Rooster is turning up the heat on burger rivals with the launch of a new cheeseburger, backed by a cheeky integrated campaign aimed at reigniting love for a fan-favourite.

Developed by Leo Australia and supported by media and production partners Atomic 212 and Prodigious, the campaign is led by a 15” TVC and rolls out across digital, social and online video. It marks a strategic move into burger territory as the QSR chain looks to tap into one of the category’s fastest-growing segments.

“We’re making a deliberate move into burger territory with something that’s familiar and unforgettable,” Ashley Hughes, CMO at Red Rooster, said.

“This isn’t just a burger launch, it’s a brand statement. We’re showing Aussies that Reds is evolving, innovating and ready to satisfy their chicken cravings and take on the burger giants all in one go.”

The campaign leans on indulgent visuals and Reds’ trademark humour to position the Cheeseburger as more than just a new menu item.

Designed to attract new customers while winning back lapsed fans, particularly 18 to 34-year-olds, Hughes said the aim was to show that Red Rooster is evolving and ready to take on the burger giants.

The limited-time Cheeseburger is available nationwide from 2 July across dine-in, drive thru, takeaway, click and collect, and delivery.