Chicken brand Steggles undergoes brand makeover with $8m marketing push
Steggles, the Australian chicken brand, has launched its first ad campaign in 15 years as part of an $8m marketing investment by its new owner Baiada Group.
The national TV campaign, created by M&C Saatchi, stars Steggles staff from regional New South Wales and is based around the theme “Steggler for Quality”.
The brand has also launched a new logo, packaging and a new website.
The TV campaign spearheads a major revamp of the 91-year-old Steggles brand which was acquired by the privately-owned Baiada Group in July last year.
The TV ads are being supported by a national print campaign.
John Camilleri, Baiada managing director, said: “The Steggles brand enjoys 94% consumer recognition and our new campaign and brand refresh is designed to communicate the passion our staff has for quality.”
Steggles recently signed a three-year deal as the major sponsor of NRL team Sydney Roosters. It also appointed Access PR to handle its consumer, trade and corporate PR activity.
Credits:
- Client: Steggles, Baiada Group
- Agency: M&C Saatchi
- Creative director: Tom McFarlane/Michael Andrews
- Copywriter: Tom McFarlane
- Art director: Michael Andrews
- Director: Graeme Burfoot
- Agency producer: Emma Cowan
- Production company: Film Graphics
- Post production: FSM
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I’m not sure how I feel about seeing the actual chooks running around and not knowing what’s about to hit them!
It’s like having a lamb bounce across the screen in an ad for Lamb.
I know what it is but I don’t want to think about what it was when I eat it!!
I have an overwhelming desire to be a veggo all of a sudden. …..
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Puns.
And ‘Aussie bloke’ stereotypes.
I see they’re Stegglers for creativity and originality.
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Very misleading ad.
They say no cages, but no broiler chickens are farmed in cages. Only egg layers are caged. The problem with factory farming of broiler chickens is twofold: over-crowding and hormones that cause chicken’s legs to buckle and break under the weight of the unnaturally large sized bodies.
I notice it’s a fairly tight shot f the cage. if you pulled out, you’d see thousands of chickens in the same shed with not much of a life.
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The people in the ad are overweight. It makes me feel like if I eat chicken I will be overweight too.
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