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MARKETING | Staff Reporter, Australia
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Red Rooster lets customers decide

Brings back old favourites.

Red Rooster brings back previously discontinued meals after hosting a successful month-long social media campaign encouraging customers to vote for their favourites.

The Hawaiian Pack and the Chicken Cheese and Bacon Burger is now back on the menu, all thanks to the fans.

"We constantly get asked by our customers to bring back some of their favourite menu items from the past and wanted to engage our loyal customers by inviting them to tell us which products were the worthy of a comeback," said Anna Jones, National Marketing Manager at Red Rooster.

A social media campaign was facilitated to allow an open conversation with Red Rooster’s loyal customers.

She explained that the items which made a comeback were chosen based off the number of requests they received via Facebook and the chain's formal customer feedback channels all throughout April.

This campaign was all about listening to Red Rooster customers and giving them the opportunity to engage in product selection, noted Jones. "Social media was the best channel to facilitate that conversation."

"Our Facebook page has always been the main channel for customers to request product comebacks so launching the campaign through social gave us the opportunity to join the existing conversation and engage with our fans in a new way.

Mike Naylor, Business Director at 303Lowe added, "there are many passionate Red Rooster advocates out there and we were very aware of their regular feedback about the products they miss from past menus. We felt the time was right to show we're always listening and willing to act on their feedback."

The second phase of the campaign started this month, this time, customers have to vote between the two winning meals that they want to see stay on the menu permanently.

"[It's] also being hosted on Red Rooster’s Facebook page but run in association with Southern Cross Austereo - we’re very excited to see how it develops as it’s a bit of a first for the brand," noted Naylor.

MORE THAN JUST A CONVERSATION

According to Naylor, using social media as the main platform gave the ad agency a unique opportunity to build the campaign story through freshly delivered content in a way that wouldn’t have been as viable using other channels.

Throughout April, the chain released a series of videos created by 303Lowe Perth, featuring Melbourne-based actor Hernan Palacio reading customer requests and comments, constantly encouraging followers to send in requests for their favourite dishes.

"We were all aware of how often customers asked for their favourite menu items to be brought back, so it made sense to work with that and see where it took us," he noted. "Creatively things came together pretty quickly. We’d worked with Hernan on a previous campaign and knew his unique onscreen presence could help us create some really distinctive creative."

What makes the campaign stand out, Naylor explained, is the fact that it’s Red Rooster’s loyal customers who’ve made the decisions for the brand. "It’s putting the decision-making in the customer’s hands and we’re sure not many of our competitors have done anything similar before."

"The campaign really focuses on our loyal customers who have loved the brand throughout the years. It’s all about reliving some of your favourite products and Red Rooster memories, which are what made the brand famous," said Jones. 

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