A limited edition chicken & gravy pie.
Chicken shop Red Rooster (Reds) has united with Four’N Twenty pies, creating a very Australian brand collaboration by launching a limited edition chicken & gravy pie ahead of the footy final season.
The launch is supported by a fully integrated creative campaign via Leo Burnett, including 15’ TVC, online, social, digital, radio and OOH, plus the introduction of specially designed merchandise available through the Red Rooster merch website.
The collaboration and supporting campaign targets an 18-34 year old demographic, looking for an on-the-go, one-handed eat, lunch solution, aiming to satisfy Australia’s chicken cravings.
Red Rooster director of marketing Ashley Hughes said the team is excited to expose Reds and its roast chicken & gravy flavours to a new and wider audience and embed the brand further in Australian pop culture.
“Four’N Twenty is famous for its pies, and we are famous for our chicken, and in my book, that makes this the perfect partnership," Hughes said.
"And we all know how much Australians love their pies, so we are very confident this limited edition menu item will be a hit with our customers, especially those heading to the footy and needing a delicious on-the-go winter lunch option to satisfy their cravings.”
Leo Burnett creative director Marijke Spain said the agency was excited to see a brief about the coming together of two iconic Australian brands.
"In the spirit of our Reds platform, which celebrates the crazy things people do to satisfy their chicken cravings, we brought this partnership to life in an iconic Aussie scenario – a pie at the footy," Spain said.
Patties Food Group CMO Anand Surujpal said alongside Red Rooster, the company is looking forward to customers tasting the new Chicken & Gravy pie.
"Combining the beloved flavours of Four’N Twenty and Red Rooster into a delicious new pie. We are excited to see this become a fan-favourite," Surujpal said.
The TVC launches May 15 across FTA and other channels for seven weeks through July 2. The new Red Rooster x Four ‘N Twenty Chicken & Gravy pie is available for a limited time only from May 15, on menus at Reds restaurants nationally, via Drive Thru, Dine In, Take Away, Click & Collect and Delivery.
As for the pie becoming a regular menu item? “Watch this space,” Hughes said.
Credits:
Client
Ashley Hughes, Director of Marketing, Red Rooster
Jane Hillsdon, Marketing Manager, Red Rooster
Julia Lo Presti, Brand Manager, Red Rooster
Stella Katsaros, PR & Communications Manager, Red Rooster
Leo Burnett Australia – creative agency
Creative Director: Marijke Spain
Creative Director: Michelle Walsh
Art Director: Cristina Muffatti
Copywriter: Kevin Ma
Senior Business Director: Nicole Denning
Business Director: Dani Garabedian
PXP: Producer: Lauren Woods
Media: Atomic212
Production Company: Photoplay
Director: Scott Otto Anderson
Executive Producer: Emma Thompson
DOP: Daniel Ardilley
Food Stylist: Jacqui Hing
Offline Editor: Mark Bennett
Online: Chris Grocott @ White Chocolate
Sound Post: Renee Park @ Rumble Studios
Casting: Danny Long
