Red Rooster targets new drivers in ‘PLate Up’ campaign

The campaign, created by whiteGREY, aims to make the fast food chain “synonymous with that first iconic drive thru experience for every young Aussie driver when they get their P plates.”

Red Rooster is looking to get new drivers into their drive-thrus with free fried chicken for a year.

In partnership with NRMA, the ‘PLate Up’ campaign calls on eligible Aussies to sign up to their ‘Red Royalty’ loyalty program and submit the code ‘PPLATE’ 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 parents and instructors.

The campaign, created by whiteGREY, aims to make the fast food chain “synonymous with that first iconic drive thru experience for every young Aussie driver when they get their P plates.”

“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,” Red Rooster marketing director Ashley Hughes explained.

Chad Mackenzie, chief creative officer of whiteGREY, added: “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.”