Red Rooster’s Rippa relaunch marks a turning point in brand strategy

From the AI-generated Hot Honey campaign to the cheeky Cheeseburger launch and now the Bacon & Cheese Rippa relaunch, Red Rooster is making noise - and not just on its menu.

The brand’s recent run of culturally attuned, digitally led campaigns marks a shift in how it shows up, who it speaks to and how it’s approaching Australia’s competitive QSR sector, which in 2024 was valued at around AU$29 billion.

“We’ve built strong momentum with a string of high-impact launches, and that’s no accident,” Lisa White, head of marketing at Red Rooster, told Marketing-Interactive. “It’s part of a broader strategy to deepen relevance with families and younger audiences.”

That strategy is playing out across media, menu and message. Red Rooster has leaned heavily into digital, influencer and experiential channels - a deliberate move to connect with Gen Z and younger consumers who are shaping food culture and driving trends. But White is clear that the brand’s core remains unchanged.

“Families remain our core, and these campaigns also celebrate moments of connection and enjoyment that appeal across generations,” she said. “Our intention is to always connect with our audiences in ways that feel authentic, playful and bold, while still staying true to what makes Red Rooster iconic.”

The brand’s media choices reflect that balance. While traditional TVCs haven’t been abandoned, Red Rooster is favouring distinctive placements that embed the brand in cultural moments - like its integration into the Matty Johns Show during the Footy Finals.

SEE MORE: Red Rooster makes bold burger play with new Cheeseburger

“It’s not about abandoning traditional TVCs altogether, but finding the perfect blend of reach, relevance and conversation,” White said. “Integrations like the Matty Johns Show put Red Rooster right in the middle of culture.”

And when it comes to measuring success, Red Rooster is looking beyond impressions and reach.

“We measure success across multiple metrics: sales lift, social buzz, engagement rates, and, importantly, the cultural conversations we spark,” White said. “If people aren’t just seeing Reds but talking about us, that’s the real win.”

The Bacon & Cheese Rippa relaunch is a prime example. A nostalgic favourite, the Rippa has been reimagined with a modern twist and backed by a media mix that includes outdoor, radio, social, influencer and CRM. It’s a campaign that taps into memory while speaking to today’s tastes.

“Heritage is at the heart of Red Rooster, and the sweet spot for innovation is where nostalgia meets reinvention,” White said. “We look for ways to honour the brand’s legacy while sparking new cravings.”

That balance - between legacy and innovation, family and youth, tradition and culture - is what defines Red Rooster’s current phase. And it’s not just about selling chicken; it’s about laying the foundation for the next era of the brand.

“We aren’t walking away from our roots,” White said. “It’s about elevating them with modern storytelling, distinctive media and menu innovation. We are laying the foundation for the next era of Red Rooster, serving the food that’s there when families and friends come together and memories are made for generations to come.”

The relaunch of Reds Rippa is supported by OOH including outdoor and digital street furniture nationwide, including regional placements; national radio partnerships with NOVA, SEN, SCA, with programmatic and Listnr audio activity included. 

Creative agency Leos Australia led the campaign, with social media handled by Influential and TikTok by Kill Boring Dead. Social amplification across TikTok and Meta will include a mix of boosted and organic content, with influencer partnerships, PR activations, merch drops and CRM activity to support the rollout.