| BY Ricki Green |As the first move in a new, social-dominant chapter for 2026, Australia’s first chicken shop, Red Rooster (Reds), has appointed Kill Boring Dead (KBD) as its social media partner, marking a decisive shift toward bolder, braver and more culturally relevant social media marketing. Kill Boring Dead is a challenger agency recognised for its distinctive, irreverent approach and its ability to help brands cut through sameness with ideas that earn attention. “Kill Boring Dead get culture, they get social, and they’re not afraid to challenge conventions. Says Marcus Willis, CEO, Kill boring Dead: “Reds is an iconic Australian brand with a huge opportunity to own culture in a way most of their competitors won’t. They’re flooring it.”The appointment of Kill Boring Dead is the first step in what Red Rooster describes as a deliberately disruptive marketing roadmap for 2026, with further announcements and initiatives to follow.