Red Rooster Introduces AI-Powered ‘crave_ware’ to Detect Chicken Cravings

The technology not only listens to tummy rumbles but distinguishes them from all those other bodily noises.

According to Australia’s Red Rooster (Reds), with the market dominated by the US fast food giants continually stealing attention through marketing spend, shortcutting the decision process with a piece of creative technology that lets your stomach order on your behalf in the moment of hunger, might just cut through the noise.

With that in mind, the brand has launched the aptly named crave_ware; an AI-powered technology solution designed to satisfy your chicken cravings. According to the campaign, in real-time, crave_ware brings the ultimate in food convenience to customers – before they even know they need it.

The AI software program is the brainchild of creative technology agency, whiteGREY and is designed to listen to and categorise hunger cues (aka tummy rumbles).


 

The technology not only listens to tummy rumbles but distinguishes them from all those other bodily noises (eg burps, farts) and then goes one step further by placing a customised meal order on behalf of the customer based on the intensity and duration of their tummy rumbles.

“As the original Aussie Chicken Shop Red Rooster knows chicken cravings like no one else,” said Jono Casley, whiteGREY’s Chief Technology Officer.

“It dedicates all its smarts and ingenuity to satisfying them. So, what better way to increase brand consideration and get consumers to choose Reds as their chicken of choice than by plugging directly into their appetite?”.


 

“Enter crave_ware, an AI software we’ve built into a t-shirt that actively listens to your stomach via an in-built microphone.  When the software detects a stomach rumble it creates an online order that can automatically be delivered to your location,” Casley explained.


Ashley Hughes, Marketing Director, Red Rooster added: “We’ve never been a brand to rest on our laurels, so whiteGREY have created a groundbreaking CX solution that satisfies Australia’s chicken cravings in real time, and we are stoked to be the ones to bring it to life.

“By leveraging AI technology, we’ve created a solution that not only understands hunger cues but also takes the initiative to place orders on behalf of the consumer. It’s a seamless, innovative approach to satisfying ‘The Rooster Within’ and we can’t wait to listen to the conversation it creates for, and about, Reds.”

Chad Mackenzie, whiteGREY CCO said: “I think I’ve asked Jono to explain the convolutional neural network thing a million times, but it still hasn’t sunk in. Basically, some seriously cool tech that means you can bypass the normal decision-making process and let your stomach do the ordering for you. I mean we’ve got AI threatening to write our copy and pull together all of our imagery for us, so why not ordering chicken for us?”

Supported by an influencer campaign, led by Issac Eats-a-Lot, and robust PR and digital campaigns to generate additional awareness and excitement, Red Rooster is keen to look at exploring opportunities to roll-out crave_ware across additional integration points in the future. This includes in-restaurant applications (listening to tummy rumbles to skip the queue) and cross promotional opportunities and activations.


crave_ware launches early March. Visit crave-ware.com for more information.

Credits

Client
Ashley Hughes, Director of Marketing, Red Rooster
Jane Hillsdon, Marketing Manager, Red Rooster
Stella Katsaros, PR & Communications Manager, Red Rooster

whiteGREY
Lee Simpson, Chief Executive Officer
Jono Casley, Chief Technology Officer
Chad Mackenzie, Chief Creative Officer
TinTin (Ronojoy) Ghosh, Creative Director
Kieran Adams, Senior Creative
Adam Shaw, Senior Developer
Jeremy Frouin, Senior UI Designer
Shane Holmes, Managing Partner
Liz Kerr, Account Director
Brooke Thompson, Strategy Director
Enid Sung, Strategist
Colin Tuohy, Head of Production
Sean Ascroft, Executive Producer, Director
Sarang McLachlan, Production Assistant, Stylist and Art Department
Post Production, whiteGREY

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