Red Rooster is taking the wrappers off its new Cheeseburger in Australia with a comprehensive campaign created by Leo Australia, including a 15-second television commercial and extends across online video, social media, and digital platforms.

The campaign is part of Red Rooster's strategy to attract new customers, particularly targeting the demographic of 18-34-year-olds. The media and production aspects of the campaign are managed by Publicis Groupe's Atomic 212 and Prodigious Australia.

Ashley Hughes, Chief Marketing Officer of Red Rooster, emphasised the strategic intent behind the launch. "We're making a deliberate move into burger territory with something that's familiar and unforgettable," Hughes stated.

The Cheeseburger is designed to appeal to new customers with its "familiar cheeseburger flavour hit," while also aiming to "win back lapsed fans, particularly 18-34-year-olds, with a new take on the crowd-pleasing classic," Hughes added.

The campaign aims to leverage elements of nostalgia and indulgence, employing visuals and Red Rooster's signature cheeky tone to engage its audience. The Cheeseburger will be available from July 2, 2025, for a limited time at participating restaurants. It will be accessible through various channels, including drive-thru, take away, click and collect, and delivery nationwide.

Hughes described the campaign as more than just a product launch, but as a statement of the brand's evolution and innovation within the fast-food market.

"We're showing Aussies that Reds is evolving, innovating and ready to satisfy their chicken cravings and take on the burger giants all in one go," he said.

The campaign's creative direction and execution reflect Red Rooster's ambition to position itself as a competitive player in the burger segment, while maintaining its established identity in the fast-food sector.