Red Rooster claims the Aussie summer table with Roast at the heart of its summer campaign via Leo

Red Rooster (Reds) is setting the table for Australia’s competitive summer retail period with a revamped summer campaign via Leo designed to own the festive food season, from Christmas through to the long, lazy days of summer.

 

The fully integrated campaign is spearheaded by the TVC/OLV and supported by radio, OOH, social, digital and experiential elements.

Against a shifting QSR landscape, Reds’ strategy focuses on driving transactions through emotional relevance, seasonal importance and a renewed emphasis on Reds’ roast chicken credentials. The campaign positions roast chicken as the hero of the Australian summer table, tapping into key moments such as family Christmas celebrations, picnics, road trips and backyard cricket competitions.

At a time when Australians are feeling the pinch, Reds has chosen to hero an existing TVC that continues to resonate highly with Aussie families. And by positioning roast chicken as both the emotional and functional hero of the season, the campaign aims to boost sales, strengthen awareness and engage broad audiences.

“Summer is the most emotional and opportunity-rich period for Australian food retail,” said Reds’ CEO Sam Bragg. “Our strategy is to make roast-led dining part of Australian summer season, not just for Christmas, but for every gathering, from backyard cricket get togethers to picnics at the park. We’re stepping into that space with a clear, confident message that Reds is here to sort dinner this season.”

Says Lisa White, Head of Marketing, Red Rooster: “Rather than reinventing the wheel, we’ve doubled down on a proven creative asset, allowing us to invest more in high-impact media placements and customer value while reinforce a clear, recognisable message. It’s a smarter, more efficient use of our marketing dollars ensuring maximum engagement and react at a time when affordability and familiarity matter most.”

The campaign unfolds across three phases launching with the Hero Roast Chicken ad late October; followed by introducing Elf Bites Dessert on Nov 26, a new festive treat to drive incremental sales; and finally launching the brand’s whole Roast Dinner Offer on Jan 7, 2026, extending the festive momentum into the new year and reinforcing value and accessibility.

Complementing these hero moments and adding layers to the seasonal messaging is the return of the viral Fried Lights candles – perfect for Kris Kringle; the Cannon Hill restaurant “A Very Merry Chickmas” festive lights activation in Brisbane in partnership with KIIS FM Brisbane; and the ever-popular 25 Days of Chickmas loyalty promotion via the Red Royalty App, all contributing to a cohesive brand experience that’s festive, nostalgic and uniquely Australian.

Adds White: “Our campaign acknowledges the reality that modern Australian summers and the festive season are often more chaotic than carefree and builds on our brand promise that Reds summer menu makes easy for real Australians.

“By uniting brand, value and cultural relevance, Reds aims to strengthen its role as Australia’s iconic roast destination and the country’s go-to summer meal solution.”

Creative Agency: Leo Australia
Production: PXP & Prodigious
Media Agency: Atomic 212
Social Agency: Influential
TikTok/Social Agency: Kill Boring Dead (KBD)

Brand: Red Rooster
Lisa White – Head of Marketing
Hollie Lowe, Head of CX & Digital

 

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