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
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. …..
Puns.
And ‘Aussie bloke’ stereotypes.
I see they’re Stegglers for creativity and originality.
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.
The people in the ad are overweight. It makes me feel like if I eat chicken I will be overweight too.