Red Rock Deli Creates Text-And-Deliver 'Spice Line' with Special PR to Launch Sriracha Flavour

Red Rock Deli spiced up summer with a new campaign with Special PR giving Aussies a free sriracha fix for the launch of their latest flavour Spicy Chilli Sriracha. 

The Red Rock Deli Sriracha text-and-deliver ‘spice-line’ was launched to help Aussies get their sriracha fix for the hottest release of the year, with consumers receiving a limited edition Sriracha kit and trying the new flavour before it hit shelves. With the colours of sriracha so iconic, Red Rock Deli created bold, simple designs that die-hard fans could immediately recognise, teasing it through owned channels, before launching in OOH.

Anita Cheng, senior brand manager at Red Rock Deli said, “We know Aussies are obsessed with sriracha, which is why we’re determined to make this the spiciest summer yet. 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, said, “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, and will join the core Red Rock Deli range alongside fan favourites Honey Soy Chicken, Sweet Chilli and Sour Cream, and Lime and Black Pepper. Spicy Chilli Sriracha will be available at Coles and independent supermarkets across the country.