Red Rooster wants to be a serious burger restaurant with Cheeseburger relaunch

Red Rooster is stepping up its burger game with the launch of a new Cheeseburger, supported by a cross-channel campaign developed by Leo Australia and backed by media from Atomic 212.

The campaign debuted with a 15-second TVC and is rolling out across digital, online video, and social, with production handled by Prodigious Australia. The effort aims to reposition Red Rooster as a serious contender in the burger space, tapping into what the brand says is the strongest growth category in QSR.

“We’re making a deliberate move into burger territory with something that’s familiar and unforgettable,” said Ashley Hughes, Director of Marketing at Red Rooster. “The Cheeseburger is aimed at attracting new customers with a familiar cheeseburger flavour hit, while winning back lapsed fans, particularly 18–34-year-olds, with a new take on the crowd-pleasing classic.”

Using nostalgic cues and indulgent food visuals, the creative leans into the brand’s signature irreverence to position the burger as a crave-worthy alternative in a competitive space.

The Cheeseburger is available nationally from 2 July for a limited time across dine-in, takeaway, drive-thru, click-and-collect, and delivery.

Credit List Client: Red Rooster Ashley Hughes, Director of Marketing, Red Rooster Jane Hillsdon, Marketing Manager, Red Rooster Julia Lo Presti, Senior Brand Manager, Red Rooster Rebeccah Sowden, Assistant Brand Manager, Red Rooster Stella Katsaros, PR & Communications Manager, Red Rooster

Creative Agency: Leo Australia Group Business Director: Shae Jones Business Director: Daniella Garabedian Business Manager: Max Reiser Creative Director: Michelle Walsh Copywriter: Bill Scheggia Art Director: Lewis Catalano PXP Senior Integrated Producer: Laura Midalia

Production Company: Prodigious Director: Josh Logue Executive Producer: Tim Pietranski Producer: Lucy Burne

Media Agency: Atomic212

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