“Enter crave_ware, an AI software we’ve built into a t-shirt that actively listens to your stomach via an in-built microphone."
What do you do when the market dominated by the US fast food giants continually steal the attention through marketing spend? You shortcut the decision process with a piece of creative technology that lets your stomach order on your behalf in the moment of hunger.
Australian chicken shop Red Rooster (Reds) has launched crave_ware; an AI-powered technology solution designed to satisfy Australian’s chicken cravings.
In real time, crave_ware brings the ultimate in food convenience to customers - before they even know they need it.
The innovative 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.
Does this sound like a tall-order? Jono Casley, whiteGREY’s chief technology officer, explains by saying when the odds are stacked against you, you need to change the rules of the game.
"As the original Aussie Chicken Shop Red Rooster knows chicken cravings like no one else. It dedicates all its smarts and ingenuity to satisfying them," Casley said.
"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."
Ashley Hughes, marketing director at Red Rooster, said the brand has never been a one 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," Hughes said.
“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 he's 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," Mackenzie said.
"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.
To engage consumers from launch, Reds calls on fans to get rewarded for submitting their tummy rumble with the chance to win a year’s supply of Red Rooster chicken!
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
