Red Rooster is launching its hot honey crunch fried chicken in a campaign via Leo Australia.
The campaign features an AI-powered e-storybook.
“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,” said Red Rooster CEO Sam Bragg.
“To capture attention of new customers, and satisfy the cravings of Reds devotees, we knew this campaign needed to be fresh and unexpected.
“Rather than rolling out just another TVC, we decided to lean into culture and storytelling, and ‘The Birds & The Bees’ provides the perfect way to create buzz, spark conversation, and engage customers in a more playful, shareable way.
“It’s a great way to have some fun with the brand and satisfy our customer’s chicken cravings at the same time.”
The digital book is available free through Red Rooster’s merch shop, with actress and musician Casey Burgess providing a read-aloud performance across Red Rooster’s social platforms.
The campaign is live through online video, digital, PR, creator content plus a charity partnership with Red Nose Australia.
Red Rooster will donate $1 from every Hot Honey Satisfryer Box sold nationally to Red Nose on August 28.
“We set out to do something a QSR brand hadn’t done before – use parody publishing as a campaign platform,” said Leo Australia creative director Michelle Walsh.
“It allowed us to show off the product in a way that was cheeky, culturally relevant, and distinctly Reds.
“We’ve added some spice to the classic ‘birds and the bees’ story, writing an adults-only picture book about the conception of Reds’ Hot Honey chicken.
“In our case, the bird is a crunchy piece of Reds’ fried chicken named 'Chris P. Chicken’ and the bee is a jar of sauce known as 'Hot Honey'.
“With the assistance of AI tools, we crafted a story about these two lovers, who overcome great odds to make Reds’ most deliciously saucy offering yet,” she explained.
“The campaign is a great example of how brands can use AI to elevate creativity.
“By taking something as unexpected as an adult’s only picture book and bringing it to life with AI illustrations we have delivered a fun, distinctive idea, in record time that will cut through and get noticed.”
Credits
Client: Red Rooster
Lisa White, Head of Marketing, Red Rooster
Stephanie Gardner, Brand Manager, Red Rooster
Stella Katsaros, PR & Communications Manager, Red Rooster
Creative Agency: Leo Australia
James Walker-Smith - Chief Client Partner
Shae Jones - Group Business Director
Max Reiser - Business Manager
Tommy Cehak - Executive Creative Director
Michelle Walsh - Creative Director
Bill Scheggia - Copywriter
Lewis Catalano - Art Director
Production:
Dan Meyers - Head of Multimedia Operations at PXP
Nicole Marshall - Executive Producer at PXP
Emily Suine - Integrated Producer at PXP
Cindy Kuoch - Senior Experiential Designer at PXP
Gab Viera - Senior Partnerships Manager at Prodigious Play
Declan Clow - Content Creator at Prodigious Play
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