In a bid to target the 18-34 year-old demographic, Red Rooster and Four‘N Twenty have joined forces to launch a limited edition chicken and gravy pie.

The collaboration aims to provide a convenient lunch solution for consumers, particularly in the lead up to the Australian footy final season. The launch is supported by a fully integrated creative campaign, led by Leo Burnett Australia, which includes TVC, online, social, digital, radio and OOH elements, as well as specially designed merchandise. The campaign will run from May 15 through July 2.

"We are excited to expose Reds and our roast chicken & gravy flavours to a new and wider audience and embed the brand further in Aussie pop culture by collaborating with another highly recognisable iconic Australian food brand," said Director of Marketing at Red Rooster, Ashley Hughes.

The new Red Rooster x Four‘N Twenty Chicken & Gravy pie will be available for a limited time only from May 15, at Red Rooster restaurants nationally, via Drive Thru, Dine In, Take Away, Click & Collect and Delivery.

"Four‘N Twenty is famous for its pies, and we are famous for our chicken, and in my book, that makes this the perfect partnership. And we all know how much Australians love their pies, so we are very confident this limited edition menu item will be a hit with our customers, especially those heading to the footy and needing a delicious on-the-go winter lunch option to satisfy their cravings," Hughes added.

Creative Director at Leo Burnett, Marijke Spain, was excited to see a brief about the coming together of two iconic Australian brands.

"In the spirit of our Reds platform, which celebrates the crazy things people do to satisfy their chicken cravings, we brought this partnership to life in an iconic Aussie scenario – a pie at the footy."

CMO of Patties Food Group, Anand Surujpal, echoed the sentiment. "It is always exciting when two Aussie icons come together to bring customers a brand-new product. Alongside Red Rooster, we’re looking forward to customers tasting the new Chicken & Gravy pie, combining the beloved flavours of Four‘N Twenty and Red Rooster into a delicious new pie. We are excited to see this become a fan-favourite."

Hughes hinted at the possibility of the pie becoming a regular menu item, saying, "Watch this space."