Australians have gone mad for sriracha and Red Rock deli is helping them to get their sriracha needs met in the country’s treasured snack, chips – free. The brand has launched a sriracha text-and-deliver spice-line to receive a limited edition Sriracha kit and try the new flavour before it hit shelves.
Making sure that the sriracha message gets through online clutter, Red Rock Deli created bold, simple – very red – designs that die-hard fans could immediately recognise, teasing the launch through owned channels, before launching in OOH.
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Anita Cheng, senior brand manager at Red Rock Deli, stated, “We know Aussies are obsessed with sriracha, which is why we’re determined to make this the spiciest summer yet. Red Rock Deli’s Spicy Chilli Sriracha incorporates a vibrant blend of spice and complexity that we’re excited to hit chilli lovers with across the country – and our spice-line gives Aussies most serious sriracha fans a first taste before it becomes available more broadly.”
Alex Bryant, managing director at Special PR, added, “We are thrilled to partner with Red Rock Deli to bring this spicy new flavour to sriracha super fans. Being able to tap into the cult status of sriracha and hero’ing the iconic Sriracha packaging, we knew fans would be begging to try the new flavour. It’s sure to be the hottest chip flavour in town.”
The campaign was experientially and earned-led, supported by OOH, paid social and a suite of influencer partners.
Credits
Client: Red Rock Deli
Marketing Manager, Tom Floyd
Senior Brand Manager, Anita Cheng
Assistant Brand Manager, Sonas Walker
PR Agency: Special PR
Managing Director – PR, Special Australia: Alex Bryant
Creative Strategy Director: Kate Wilkinson
Group Account Director: Reegan Saiani
Senior Publicist: Allex Conley
Account Executive: Bella Hayes
Creative Agency: Special Group
Creative Director: Max McKeon, Justin Butler & Leti Bozzolini
Business Director: Maddie Armstrong
Social Manager & Creative: Mia McGuire
Design: Cameron Morris
Media Agency: Trio
Planning Manager: Wendy Amoako
Planning Director: Ann Nohns
Business Director: Denise Martin
Group Business Director: Jen Jones
Digital Manager: Grace Parsons
Senior Investment Manager: Mikeah Irving
Account Executive: Tasnia Sheikh
Activation Account Director: Agne Staraite
Activation Manager: George Grigoriou
Activation Assistant: Anna Wiebe
