Steggles chicken becomes the ‘unsung hero’ of Aussie families

Steggles has launched a new brand campaign, positioning its chicken as the ‘unsung hero’ of Australian families in a series of spots featuring the vocals of comedian Mark Bonanno.

The campaign launched overnight, created in partnership with M&C Saatchi Sydney, and centres around a series musical of TVC spots.

The campaign videos and its catchy jingle ignore ‘the usual advertising heroes’, being Mums, Dads, cooks and even children to instead focus on the chicken that makes the meal possible.

The 60” and 30” TVC launch spots were directed by award-winning director, Matt Devine at Revolver, and the campaign will also be supported by large format out-of-home placements, bus wraps and a supporting social campaign with karaoke-style sing-a-longs, plus bonus footage not seen in the TVC.

Head of marketing at Steggles, Yash Gandhi, said the campaign was designed to “reignite” love for the brand.

“We had to do something bold to cut-through and to reignite latent love for the Steggles brand with Aussies. This campaign is confident and cheeky, acknowledging that Aussie parents are the true heroes, but just this once Steggles chook is having its moment in the spotlight.”

The campaign introduces the new Steggles Family Roast Range, available exclusively at Woolworths.

Steggles OOH asset

M&C Saatchi Sydney CCO, Cam Blackley, said: “We wanted to play off the love that’s usually shown for actors in food commercials; turn the tables on them and give the bird its 15 minutes of fame in all media channels.

“There’s something about making the underdog a hero that’s appealing to middle Australia and we think they are going to have a chuckle at the campaign, maybe hum the TVC too.”


Steggles (Baiada Poultry)
Yash Gandhi – Head of Marketing
Shawn Stevens – Marketing Manager
Brad Fisher – Assistant Brand Manager

M&C Saatchi
Cam Blackley – CCO
Sharon Edmondston – Creative Director
Jason Leigh – Copywriter
Melissa Hawkett – Art Director
Catherine Mellon – Group Strategy Director
Ben Greenslade – Group Head
Laura Jones – Senior Account Director
Stacey Roper – Account Manager
Ingrid Williams – Account Executive
Sarah Cowen – Senior TV Producer
Vanessa Fernandez – Integrated Producer

Production Company – Revolver
Managing Director /Co-Owner – Michael Ritchie
Executive Producer/Partner – Pip Smart
Director – Matt Devine
Producer – Max Horn
DOP – James L Brown
Editor – Graeme Pereira at Arc Edit

Sound – We Love Jam
Hylton Mowday – Composer
Andrew Stevenson – Sound Designer

Post Production – Resolution Design
Caroline Foley – Producer
Tim Dyroff – Creative Director
Amanda Cairns-Cowan – Executive Producer
Doron Man – Flame Artist
Etienne Ancelet – Online Editor
Ben Eagleton – Colourist

Stills Production: Photoplay
Photographer: Chris Budgeon
Producer: Alison Lydiard

Media Agency: HYLAND Havas

Digital Agency: Hardhat


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