Red Rooster is relaunching its Rippa Roll, introducing a new variant called the Bacon & Cheese Rippa. It's all part of the brand's strategy to refresh popular menu items, targeting both loyal customers and new audiences without resorting to high-cost television advertising.

The campaign for the Bacon & Cheese Rippa spans multiple channels, including outdoor, radio, digital, social, and experiential platforms. A significant aspect of the campaign is its integration with Red Rooster's sponsorship of Fox Sports. This includes a special edition of the Matty Johns Show, where the Rippa Roll will be prominently featured.

The campaign is further supported by out-of-home advertising, national radio partnerships, programmatic and Listnr audio activities, social media amplification, influencer partnerships, PR activations, exclusive merchandise, and initiatives focused on customer relationship management, loyalty, and delivery.

Red Rooster's CEO, Sam Bragg, highlighted the cultural significance of the Rippa Roll in Australia. "The Rippa’s been part of Aussie life for decades fuelling road trips, Saturday sport and late-night cravings," Bragg said.

He also emphasised the strategic use of product placement in the Matty Johns Show, stating, "Reimagining Bacon & Cheese Rippa is our way of giving it the hero moment it deserves; and tying the relaunch into Matty Johns show is product placement at its best, directly reaching our core fan base."

The relaunch aims to leverage the heritage of the Rippa Roll to generate cultural conversation and drive traffic. "The relaunch builds on the momentum of the Rippa franchise, a menu mainstay, while highlighting Red’s ability to generate impact without reliance on traditional big-budget TVCs," Bragg stated.

Bragg noted the Rippa Roll has been a subject of social media debates and requests, underscoring its enduring appeal. "For years our customers have demanded a Rippa comeback, and the product has been the subject of countless social media debates and requests, its return underscores the enduring power of heritage menu items to spark cultural conversation and drive traffic," he said.

While Red Rooster continues to innovate with new products, the Rippa Roll remains a consistent performer on the core menu. "By reviving a much-loved retro classic and modernising it with fresh creative and cultural cues, Reds aims to deliver new 'food news' while reminding customers that sometimes, the original is still the best," Bragg added.

The campaign is designed to demonstrate that innovation can involve reviving classic products with modern twists. "With our distinctive creative approach, we continue to prove that innovation doesn’t always mean new, it can also mean bringing back the best," Bragg concluded.