There will be a few Aussies thrilled when the football and rugby finals are over after the October long weekend. In the meantime, the rest of Australia (possibly most of Australia) is being treated to a barrage of football commercials and social campaigns.
This one is rather fun. It’s by Leo Burnett for Red Rooster and it is, as the press release notes, “unashamedly aimed at enticing sports fans to try Reds’ juicy fried chicken and burgers the campaign”.
The campaign, that extends Red Rooster’s longtime sponsorship of NRL team, The Sydney Roosters, AFL’s St Kilda FC and Touch Football Australia, is led by a hero 15-second spot, plus 3 x 6-sec iterations starring three well known Sydney Rooster players – Joseph Sua’ali’I, Sam Walker and Sandon Smith. It launched on August 28 across FTA, socials, digital and in-restaurant.
Ashley Hughes, director of marketing, Red Rooster, said Reds wanted to find a fun way to bring to life its long-term sports sponsorships and partnerships and show case how hard resisting the brand’s menu really is. “Reds has been a sponsor of the Roosters for years, but this is the first campaign we have created celebrating the partnership. The campaign centres around the idea that Roosters players know Final Season is crunch time and they need to focus, but Reds decides to introduce them to a new version of Crunch Time, tempting them to satisfy their chicken cravings and test how focussed they really are.
“The TVCs highlight some tongue in cheek training sessions, putting the players (Smith, Sua’ali’i and Walker) through their paces in a dedicated and unusual challenge, testing how they resist the temptation to try our crunchy fried chicken.”
The campaign is supported by a special Crunch Time Box, featuring the logos of all three major Red Rooster sports partners – The Sydney Roosters (NRL), St Kilda FC (AFL) as well as Touch Football Australia. Plus, for the first time the Box comes with a gift with purchase, a free mini footy with three different designs to collect.
Red Rooster’s new Crunch Time Box and mini footballs are available for a limited time only on menus at Red Rooster restaurants nationally from August 28, just in time for footy finals season.
Credits
Client: Red Rooster
Director of Marketing: Ashley Hughes
Marketing Manager: Jane Hillsdon
Brand Manager: Julia Lo Presti
PR & Communications Manager: Stella Katsaros
Creative Agency: Leo Burnett
Chief Client Partner: Amanda Wheeler
Business Director: Dani Garabedian
Business Executive: Max Reiser
Creative Directors: Marijke Spain & Michelle Walsh
Copywriter: Kevin Ma
Senior Designer: Dinah Pollard
PXP Senior Integrated Producer: Lauren Woods
Production Company: Taxi Film Production
Producer: Simone Mackie
Director: Joshua Logue
DOP: Jani Hakli
Food Stylist: Ben Masters
Offline Editor: Matt Bennett
Online: Chris Grocott @ White Chocolate
Sound Post: Daniel William @ Rumble Studios
Casting: Fountainhead Casting
