What you need to know about Red Rooster's Mega Rippa range
It was designed for the 'everyday Aussie heroes'.
Red Rooster, together with 303Lowe, has recently launched the “Heroes of Hunger” campaign for the brand’s new ‘Mega Rippa’ range.
The latest campaign aims to highlight the unsung everyday heroes in the country.
Read the full report here.
Below is a Q&A with Richard Morgan, Executive Creative Director of 303 Lowe.
QSR Media: Tell us more about the “Heroes of Hunger” campaign and what inspired the concept.
Morgan: The campaign was inspired by the simple product insight that the Mega Rippa is easily the most satisfying and tasty quick serve Sub around. So who could deserve it more than some of the unsung "hardworking" heroes of the Aussie workplace who've worked up a real appetite?
QSR Media: Why did the brand choose to highlight the country’s ‘everyday heroes’ to promote the new Mega Rippa product range?
Morgan: A large proportion of Red Rooster customers are honest down-to-earth unsung 'heroes' of their workplace.
When we were coming up with ideas, we thought about the traditional blue collar audience, who are a core market, and it’s pretty easy to end up with TV scenarios depicting builders and the like.
But there’s a huge proportion of other workers as well that we wanted to celebrate these heroes in an original and tongue-in-cheek way.
These guys also work really hard and deserve a hearty satisfying feed for their efforts.
QSR Media: What makes the Mega Rippa range stand out in the market?
Morgan: It's not called Mega for nothing! Red Rooster's new Mega Rippa is a bigger and better version of the customer favourite Rippa that had been on the Red Rooster menu for several years.
However it was time for an upgrade, so the bread roll is now softer and wider so it can hold even more ingredients.
The crispy chicken strips are tastier and crunchier thanks to an all-new southern style crumb coating. And the Mega Rippa is now more appealing than ever thanks to the three deliciously different varieties to choose from.
Plus, the innovative Rippa packaging means you can rip the top off and eat on the go – a vital timesaver for our hardworking Aussie heroes!
QSR Media: How do you think customers will react to the campaign?
Morgan: No doubt they will rush out and buy a Mega Rippa!
We believe that by championing everyday hardworking Aussies in a light-hearted fashion will be positively acknowledged by our many loyal fans, as well those who are keen to try something new at Red Rooster.
