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

Naked 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.

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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.

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