‘We’re giving everyone something to relate to’: Steggles’ head of marketing and M&C Saatchi creative head on new campaign
Iconic Aussie chicken brand Steggles has extended its ‘Stegglers’ brand platform, aiming to connect with its consumers on a different level, with a new campaign from M&C Saatchi Group.
Speaking exclusively to Mumbrella, Yash Gandhi, head of marketing at Baiada, parent company of Steggles, and M&C Saatchi’s chief creative officer, Steve Coll, explained the next evolution of Steggles’ brand platform hopes to be a more encompassing, welcoming version, as “every Aussie is a ‘Steggler’ for something”.
As chicken remains the number one consumed protein in Australia, it is a highly commoditised product. So according to Gandhi, brand awareness is critical to connect with consumers at a level where they will choose a branded product over a cheaper private label product.
“And this does that for us,” he remarked.
Investing in long-term brand building, the new campaign is an extension of the ‘We’re Stegglers’ platform. What began as ‘Stegglers for Quality’, and grew into ‘Stegglers for Quality Time’, has now become a broader picture.
“We’ve always had a long-term strategic view in mind, we’ve always evolved our brands with that perspective. And that’s so important as the brands need to keep up with time, cement themselves in consumers hearts and minds,” he said.
“We’re making ‘Stegglers’ synonymous with everyday Aussies, we’re giving everyone something to relate to. And we’re building an emotional connection with them, which as I mentioned, is so, so important.”
Not all marketers understand the importance of an emotional connection, according to Coll, who said Gandhi was clear on that from the start.
“It’s that emotional pace that Yash has been driving passionately for that is a real stand out with this campaign,” Coll said. “It’s been a real focal point for us.”
An OOH execution example
The hero film of the campaign sees a family tradition being kept alive, with the line ‘We’re Stegglers for Family’, while other channels celebrate the idea of every Aussie being a ‘Steggler’ for something – from print ads giving a nod to ‘Stegglers’ for punctuation, to radio and social executions talking to other relevant audiences.
“This is a wonderful opportunity to tap into what people think is relevant and interesting to them, to tap into their passions. It all talks to quality and care, which is how this brand platform started, so it’s a wonderful thing to reinforce that too,” Coll continued.
Gandhi added: “Every Australian will find themselves in one of these pieces of creative that we’re launching with. The crux of all the touch points, the common thread that binds it all together is the fact that every Aussie is a ‘Steggler’ for something, and you will pick what is relevant to you.”
The integrated campaign includes TV, OOH, retail online video, digital, social, radio and press.
Credits:
Steggles:
Head of Marketing – Yash Gandhi
Marketing Manager – Shawn Stevens
Senior Brand Manager – Megan Rohrs
Brand Manager – Katie Tran
Creative Agency: M&C Saatchi Sydney
Chief Creative Officer – Steve Coll
Executive Creative Director – Scott Dettrick
Group Creative Director – Sharon Edmondston
Senior Writer – Georgie Waters
Art Director – Billie Gurr
Art Director – Simon Dall
Group Head – Ben Greenslade
Senior Account Director – Jo Movizio
Account Executive – Ronan Horgan
Chief Strategy Officer – Nick Jacobs
Head of Content – Emma Parsons
Social Media Manager – Luca Franich
Senior Broadcast Producer – Lill Schroeder
Integrated Producer – Sam Blazevic
Production:
Director: Lucy Knox
Production Company: Scoundrel
Music: Stare Crazy
Music Supervision: Level Two
Sound Design: Massive Music
Post Production:
Offline edit: ARC EDIT
Online: Resolution Design
Photography: Cory White, Hart & Co
Media: Havas Media
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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