Red Rooster celebrates heartland heroes who punch above their weight

Australian fast food chicken outlet Red Rooster is paying homage to its customer base in the country's heartland in a new creative campaign led by Leo Australia that hits all the right notes. 

While too many fast food ads rely on food close-ups, slow-motion tasting shots and over-exaggerated facial expressions of ecstasy, this film simply shows its suburban customers in their natural environment. Hanging out in their front yards, playing solo rugby, mowing the lawn, leaning against their cars, riding around with friends, spinning in amateur dance class—but all in a way that makes them look happy, healthy and natural in their own skin. As a result, the vibe is fun and food, eaten with realistic messy smears while still looks tasty and desirable. 

“The work is not about being a little fancy through glossy food shots and aspirational locations but is centred on celebrating the communities we serve and our ability to reward their efforts with hearty feeds and honest value," said Red Rooster's CEO, Samantha Bragg. "Red Rooster has always been a part of Australia’s heartland, and we’re here to keep backing the people who keep it running. " 

Bragg says the brief was create authentic work to who the brand is and where it comes from, reflecting the local successes of small business owners who need "to punch above our weight against some big global juggernauts." 

Creative partner Leo sought to find the right people to reflect the brand's origin and customer base sending a "love letter" to Australias' heartlands in its casting search. "Somehow the very people we imagined when writing the scripts have ended up in the ads, which almost never happens," says executive director Tommy Cehak.

A few special guests do appear though, including Sydney Roosters player Jared Waerea-Hargreaves and TikTok creator (and former Red Rooster crew member) Hady Saleh.

The campaign consists of two 30-second TVCs, a 60-second director's cut film, plus 6-second cutdowns, social, digital, OOH, PR and in-store branding. Media is being led by Atomic 212°.

Ad Nut may be a little biased toward suburban settings to begin with, but it's the way this film portrays Red Rooster's customers and how they enjoy the food that makes this one a critic's choice.

Who's hungry?