Red Rock Deli launches Spicy Chilli Sriracha flavour via Special PR

Red Rock Deli has teamed up with Special PR to launch its 'spice-line' to mark the launch of the new Spicy Chilli Sriracha flavour.

The brand's text-and-deliver ‘spice-line’ will give consumers a limited edition Sriracha kit and try the new flavour before it hits shelves.

The brand created bold, simple designs based off the sriracha colours for fans could immediately recognise, teasing it through owned channels, before launching in OOH.

"We know Aussies are obsessed with sriracha, which is why we’re determined to make this the spiciest summer yet," Anita Cheng, senior brand manager at Red Rock Deli, said.

"Red Rock Deli’s Spicy Chilli Sriracha incorporates a vibrant blend of spice and complexity that we’re excited to hit chilli lovers with across the country - and our spice-line gives Aussies most serious sriracha fans a first taste before it becomes available more broadly."

Alex Bryant, managing director at Special PR, added: "We are thrilled to partner with Red Rock Deli to bring this spicy new flavour to sriracha super fans. Being able to tap into the cult status of sriracha and hero’ing the iconic Sriracha packaging, we knew fans would be begging to try the new flavour. It’s sure to be the hottest chip flavour in town."

The campaign was experientially and earned-led, supported by OOH, paid social and a suite of influencer partners. The new flavour officially hit stores this February 2025.

CREDITS

Client: Red Rock Deli
Marketing Manager, Tom Floyd
Senior Brand Manager, Anita Cheng
Assistant Brand Manager, Sonas Walker

PR Agency: Special PR
Managing Director - PR, Special Australia: Alex Bryant
Creative Strategy Director: Kate Wilkinson
Group Account Director: Reegan Saiani
Senior Publicist: Allex Conley
Account Executive: Bella Hayes

Creative Agency: Special
Group Creative Director: Max McKeon
Creative Director: Justin Butler
Creative Director: Leti Bozzolini
Business Director: Maddie Armstrong
Social Manager & Creative: Mia McGuire
Design: Cameron Morris

Media Agency: Trio
Wendy Amoako: Planning Manager
Ann Nohns: Planning Director
Denise Martin: Business Director
Jen Jones: Group Business Director
Grace Parsons: Digital Manager
Mikeah Irving: Senior Investment Manager
Tasnia Sheikh: Account Executive
Agne Staraite: Activation Account Director
George Grigoriou: Activation Manager
Anna Wiebe: Activation Assistant

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