Sydney, July 2, 2025: Australia’s first and favourite chicken shop, Red Rooster (Reds) is making a bold play for burger lovers across the country with the launch of its new Cheeseburger, supported by a tongue-in-cheek campaign designed to reignite passion for a fan-favourite with a serious flavour upgrade.
Spearheaded by a 15” TVC, the campaign via creative agency Leo Australia, is extended across online video, social and digital, with media and production by Publicis Groupe’s Atomic 212 and Prodigious Australia.
Ashley Hughes, CMO, Red Rooster said at a time when burgers are driving the strongest growth in QSR, Reds is on a mission to position itself as the go-to restaurant to satisfy Australians’ serious burger cravings.
“We’re making a deliberate move into burger territory with something that’s familiar and unforgettable,” said Hughes. “The Cheeseburger is aimed at attracting new customers with a familiar cheeseburger flavour hit, while winning back lapsed fans, particularly 18–34-year-olds, with a new take on the crowd-pleasing classic.”
The campaign leans into nostalgia and indulgence, pairing mouth-watering visuals with Reds’ signature cheeky tone to deliver a sensory punch. The result is a creative platform designed to drive trial and reposition the brand in a burger-loving Aussie community.
The campaign creates buzz around the Cheeseburger’s return with a bold new twist. It’s about driving immediate action and reminding consumers that Reds isn’t just about roast chicken, it’s also home to serious burger taste, designed to satisfy any cravings and giving Aussies a fresh reason to rediscover the Cheeseburger.
“This isn’t just a burger launch, it’s a brand statement,” added Hughes. “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.”
Red Rooster’s new Cheeseburger is available from July 2 for a limited time only at participating restaurants, plus drive thru, take away, click and collect, and delivery nationwide.
View tvc here: https://www.youtube.com/watch?v=-GWzOSQcnn4
