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Steggles encourages Australians to ‘Host a Roast’ for charity

Poultry company Steggles is encouraging Australians to ‘Host a Roast’ this July to raise money for charity.

Steggles and M&C Saatchi have created a television commercial to promote the initiative which features a father talking about “the power of a roast” while he cooks a roast chicken for his family.

The campaign promotes Steggles’ agreement to donate 30 cents of every Steggles Family Roast sold to Australian children’s charities including Children’s Cancer Institute, Lifestart and Children’s Hospital Foundations.

Yash Gandhi, head of marketing at Baiada, said in a statement: “We wanted to create an enduring platform that made it easy for Australians to come together with their friends and family over a roast, for a good cause.”

Cam Blackley, chief creative officer at M&C Saatchi, added: “The Power of a Roast is a lovely, simple idea to drive awareness of the good Steggles is doing for children’s charities.

“These kind of comms tend to be a bit dry so I’m pleased to say we’ve avoided that with an over enthusiastic dad whose heart is more into getting the dark meat than anything else.”

Credits:

  • Chief Creative Officer, Cam Blackley
  • Creative Director, Shane Gibson
  • Creative S&E, Jon Kelly
  • Creative S&E, Duncan Shields
  • Executive Producer, Loren August
  • Strategy Director, Catherine Mellon
  • General Manager S&E, Ben Greenslade
  • Group Account Director, Lauren Trace
  • Account Manager, Joshua Johns
  • Baiada Head of Marketing, Yash Gandhi
  • Senior Brand Manager – Steggles, Shawn Stevens
  • Production Company – Plaza Films
  • Director, Paul Middleditch
  • Executive Producer, Pete Masterton
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