Red Rooster builds on its 'tender loving chicken' brand idea in new campaign via Naked Comms

Red Rooster Spring Summer.jpgNaked Communications has launched its first piece of creative work for Red Rooster. The new spring summer campaign builds on the recent Tender Loving Chicken (TLC) brand idea, which was launched earlier this year.
 
To compliment the energetic combination of illustration and video, 'Ice Cream' by US experimental rock group Battles was chosen as the perfect musical accompaniment to feature in the TVCs, to amplify Red Rooster's fresh, new brand personality. The track will be a part of Red Rooster's creative campaigns for the next twelve months and will no doubt, be earmarked as their catchy new soundtrack.

VIEW THE SPOT
Says Katie McCarthy, creative director at Naked Sydney: "Roast chicken is a classic family dinner. Since it's already a favourite family meal our task was simply to remind Australians that Red Rooster makes the best roast chicken. We wanted this work to convey the energy and passion that Red Rooster has for what they do and to build on the rich TLC brand idea.  The result is something quirky, maybe a bit unexpected, definitely upbeat and a good sign of things to come. "
 
Says Anna Jones, national marketing manager at Red Rooster: "At Red Rooster, we're going back to what we do best, which is giving Australian families the best roast chicken for the dinner table. Food from the Red Rooster kitchen is now seasonal and completely free of artificial colours and flavours so we wanted to inject energy and a sense of wholesome fun into the classic chicken meal with this campaign. The creative execution by Naked Communications has been absolutely on point and we couldn't be happier with our first piece working together."
 
The 360 campaign spans across TV, radio, in-store and digital and will be in market from October 19 until November 22, 2014.
 
Red Rooster
National Marketing Manage: Anna Jones
National Brand Manager: Sarah Stoker
Marketing Executive: Alissa Breit
Project Manager: Madeleine Robertson
Brand Manager Local Engagement: Brent Nassibian

Naked Communications
Creative Director: Katie McCarthy
Head of Strategy: Brett Rolfe
Creative: Luke Nuto, Ashleigh Wilding, Dan Davison
Agency Producer: Wendy Gillies
Account Director: Anna Borien
Account Manager: Kristie Dagg
Account Co-ordinator: Tim Leathart
Head of Account Management: Tim Kirby
CEO Australia: Carl Ratcliff 
 
TV Production: Collider
Director: Angus Lee Forbes
Producer: Ainslee Wood

14 Comments

e said:

I do like KFC.

^^!$#@Z said:

Nice directing Angus!

Ummm said:

What the hell is that thing sitting on that plate? A genetically modified sausage?

Shame said:


When did Naked get so boring ?

Overthinking said:

Will every spot be a brand manifesto?

Gross said:

Gross

McNulty said:

Upmarket powerpoint.

Why ... said:

... are Red Rooster still doing FIsh and Chips? Kind of undermines their position as all about the TLC. Regardless of the Keynote execution.

Ben said:

I think afddsfgagafgf nailed it, why are Naked PRing a Tesco spot?

iris said:

cynical, glib and loaded with artificial colours and flavours. total lack of respect for consumer. and we even have a smiling token chic.

why said:

Interested to know why an agency would show hormone loaded imagery in their ads - or why a client would buy it. Great tone - nice and happy but really surprised by that.

Bam Bam said:

Boring & unoriginal. I don't know why any creative would ever bother blatantly ripping off an overseas ad and think no-one will know?

Patrick said:

You got the rights to use Battles and that's what you use? At least Tesco's had some idea about utilizing this music properly.

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