Red Rooster, Australia’s original chicken shop, is reclaiming an Australian rite of passage by diverting young Aussie drivers into Red Rooster drive thrus with the lure of free fried chicken for a whole year via the PLate Up campaign developed by whiteGREY.
Every year, nearly 200,000 young Aussies nervously 3-point turn, reverse park and kerb the rims on their way to freedom when getting behind the wheel. As soon as that freedom is obtained, one of the first things new Aussie drivers do to celebrate is take off and head straight into a fast-food drive thru.
PLate Up is a home-grown initiative that turns every P plate into crunchy Red Rooster Fried Chicken by reclaiming this iconic Aussie moment. By signing up to the Red Rooster loyalty program ‘Red Royalty’ and submitting the code PPLATE, new drivers will be able to claim a FREE piece of Reds’ Crunchy Fried Chicken every month, for a whole year. An offer on a Big Reds Feast using the code LPLATE will also be available for the patient parents and instructors who sit in the passenger seat during many bumpy rides.
In partnership with NRMA, the campaign aims to make Red Rooster synonymous with that first iconic drive thru experience for every young Aussie driver when they get their P plates.
The PLate Up campaign will continue throughout the year across social platforms including Instagram, Facebook, TikTok, YouTube, Spotify and via partnerships with Year13 and NRMA to connect with learners beyond standard channels.
Says Chad Mackenzie, chief creative officer, whiteGREY: “It seemed such a shame to see a moment in one of Australia’s greatest rites of passage fall to the big American chains. This campaign puts our beloved Red Rooster at the heart of this iconic milestone and rewards drivers and teachers for all the effort put in.”
Says Ashley Hughes, director of marketing, Red Rooster: “We wanted to tap into that significant time in a young person’s life- we wanted to be there when they got their driver’s licence and spread their wings. With the support of whiteGREY, we created a campaign that acknowledges the trials, tribulations and excitement that comes with getting your Ps. What better way to celebrate than with the best fried chicken in the country? At Red Rooster of course!”
For more information, visit: https://www.redrooster.com.au/plateup/
Client: Red Rooster
Director of Marketing – Ashley Hughes
Marketing Manager– Lisa White
PR & Communications Manager – Stella Katsaros
Creative Agency: whiteGREY
Strategy Director – Brooke Thompson
Chief Strategy Officer – Simon Wassef
Art Director – Kieran Adams
Copywriter – Tom Lander
Content Creative – Darcy Bush
Designer – Alice Greene
Creative Director – Ronojoy Ghosh
Chief Creative Officer – Chad Mackenzie
Group Account Director – Shane Holmes
Senior Account Director – Alex Sunier
Senior Account Manager – Liz Kerr
Producer – Meredyth Judd
Head of Production – Kate Fishlock
Media Agency: Mindshare
Production: Coastal Creatives
Director & DOP- Alec Bruce-Mason
Food Stylist – Jacqui Hing Hudson
Motion Graphics Animator – Jess Morgan