Australia – Red Rooster is making a major push into burger territory with the launch of its new Cheeseburger, aiming to tempt both loyal and lapsed fans with a familiar classic given a flavourful upgrade.
Australia’s oldest national chicken chain is backing the launch with a cheeky, nostalgia-driven campaign designed to remind customers that Reds is about more than just roast chicken.
The campaign, developed by creative agency Leo Australia, is led by a 15-second TV commercial and supported by online video, social media, and digital channels. Media planning and production were handled by Publicis Groupe agencies Atomic 212 and Prodigious Australia.
Ashley Hughes, chief marketing officer at Red Rooster, said the move comes at a time when burgers are driving the strongest growth in Australia’s highly competitive quick-service restaurant (QSR) market.
“We’re making a deliberate move into burger territory with something that’s familiar and unforgettable,” Hughes said. “The Cheeseburger is aimed at attracting new customers with that classic cheeseburger flavour hit, while winning back lapsed fans, particularly 18–34-year-olds, with a new take on the crowd-pleasing favourite.”
The new campaign leans heavily on indulgent, mouth-watering visuals paired with Red Rooster’s signature irreverent tone, aiming to spark trial and reposition the brand in the minds of burger-loving Australians.
According to Hughes, the strategy is about much more than a single product launch. “This isn’t just a burger launch, it’s a brand statement,” he said. “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 2 July for a limited time at participating restaurants across Australia, with ordering options including dine-in, drive-thru, takeaway, click and collect, and delivery.
