The chicken producer will donate 30 cents for ever family roast chook sold.
Chicken producer Steggles is urging Aussie families to ‘Host a Roast’ this winter.
And this ‘ain’t no chicken little, it’s chicken big’ – because every Steggles chicken sold during the campaign will see Steggles donate 30 cents towards Australian children’s charities.
The ‘Power of Roast’ campaign, by M&C Saatchi, aims to give the brand a meaningful connection between consumers, the brand and charitable causes.
"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,” said Yash Gandhi, head of marketing at Steggles parent company Baiada.
“Steggles has been passionate about creating a real difference to the lives of little Stegglers doing it tough. This initiative aimed to connect the dots and stay true to the Steggles tone in doing so."
M&C Saatchi chief creative officer Cam Blackley 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.”
The campaign will be on TV, online video, out of home, radio and point-of sale.
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
