Find out what Red Rooster’s latest ‘RoosterRaps’ campaign is all about
It is designed for people who are ‘on the run’.
Red Rooster rolled out a new range of ‘RoosterRaps,’ a handy lunch designed for customers who are always on the go.
The brand launched a television campaign, with the help of 303Lowe, to promote the new product range and expand the brand’s consumer base.
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Below is a Q&A with Anna Jones, National Marketing Manager for Red Rooster.
QSR Media: What's unique about Red Rooster's new wrap range?
Jones: Our new range was designed to expand our current wrap offering to appeal to a broader consumer base.
We brought back our Caesar Bacon wrap that was a successful LTO in 2012 and has been one of our most requested products to bring back.
As a classic flavour profile is has been a great broad appealing addition to our menu.
We also developed two new flavours that utilise our iconic sauces, Chilli Garlic Aioli and Classic Herb Mayo.
We brought in a new softer floury tortilla and crisp red onion to round out the range.
QSR Media: What inspired 303Lowe's concept for the TVC?
Jones: Being known for our roast chicken doesn’t always lead consumers to think of us when they need a quick portable lunch solution.
We gave our agency the challenge to introduce the new range of wraps while highlighting the functional benefits of wraps being the ultimate on the go lunch.
They developed a concept that pays homage to classic movie getaway by literally putting our talent ‘on the run’.
It was a fantastic way to showcase the benefits of the product while stealing some production value from iconic chase scenes.
QSR Media: Who is the target audience for this campaign?
Jones: The range was designed to expand the consumer base by bringing a variety of taste profiles.
The light but filling nature of the product and the portability aspect make it an easy lunchtime option for any busy Australian on the go.
With the 3 flavours chosen we see strong conversation across men and women and a variety of age groups.
QSR Media: What is the key message of the RoosterRaps campaign?
Jones: The new wraps are the perfect portable lunch for people with busy lives who need to eat ‘on-the-run’.
QSR Media: Aside from the TVC, how else will the brand be promoting their new product range?
Jones: The campaign is supported by radio, in-store point of sale and via social media.
