Red Rooster shifts to social-first strategy with Kill Boring Dead appointment

Australia – Red Rooster has appointed challenger agency Kill Boring Dead as its social media partner, signalling a shift toward a more social-first marketing approach in 2026.

The appointment marks the first move in what the fast-food brand describes as a new chapter focused on prioritising social media as a core brand and engagement platform. Under the partnership, Kill Boring Dead will lead Red Rooster’s social strategy and content, with an emphasis on culturally relevant ideas designed specifically for social channels.

According to the companies, the collaboration aims to move away from traditional content planning models and toward more native social content intended to improve return on investment while building internal capabilities across the brand’s marketing teams.

Kill Boring Dead, known for its unconventional approach to brand marketing, has already begun work with Red Rooster, including hosting a creative strategy session described as a Festival of Creativity. The session reportedly featured non-traditional elements such as drag performers, puppies and a taco truck, reflecting the tone of the partnership.

Sam Bragg, CEO of Red Rooster, said the appointment aligns with the brand’s ambition to evolve its marketing approach. “Australia’s original chicken shop is officially done playing it safe, and this is just the beginning,” Bragg said.

She added, “As we look to the future, we want our marketing to be as brave and bold as the brand itself and while traditional media will always be part of our media strategy, we are excited about engaging new and loyal customers in a different way.”

“Kill Boring Dead get culture, they get social, and they’re not afraid to challenge conventions. This partnership is about backing creativity, embracing risk, and showing up in a way that feels real, not rehearsed,” Bragg concluded.

Marcus Willis, CEO of Kill Boring Dead, said the agency sees an opportunity for Red Rooster to differentiate itself within the category. “Reds is an iconic Australian brand with a huge opportunity to own culture in a way most of their competitors won’t. They’re hungry to be brave, to move fast, and to put social at the centre, not the sidelines.

“Even our Experience Lead, Shanice, got a tattoo of a pineapple fritter and the Reds logo, and yes, I’ve promised her free fritters for life. These are the kinds of KPIs we take seriously. In this game of chicken, Red Rooster’s not flinching. They’re flooring it,” Willis concluded.

The partnership is positioned as the first step in a broader marketing roadmap for Red Rooster in 2026, with social media expected to play a more prominent role in storytelling, experimentation and community engagement. The first campaign under the partnership is scheduled to launch in the first quarter of 2026.