People who care just a little bit more about things that matter to them.
Australian chicken and turkey brand Steggles has unveiled a further dimension to its Stegglers brand platform with the launch of its latest campaign via M&C Saatchi Group.
The brand campaign highlights the importance of traditions, mate-ship and family through 'Stegglers' – people who care just a little bit more about things that matter to them.
“This initiative not only strengthens our brand’s core values but also fosters an emotional connection with our consumers. It’s more than just a marketing effort; it's a strategic evolution of our brand that embodies the essence of what has made Steggles a beloved staple in Aussie homes for decades," Baiada head of marketing Yash Gandhi said.
At the heart of the ‘Stegglers’ campaign is the brand film set to the Sonny and Cher’s “I got you babe” track and features a narrative of a Steggler recreating a much loved recipe to keep his family traditions alive, culminating in the line "We’re Stegglers for Family."
As well as the film, channels like radio and social will celebrate the idea that every Australian is a Steggler for something, creating examples of what it takes to be a Steggler.
M&C Saatchi CCO Steve Coll said in some way or another, we’re all Stegglers’ for something and this proposition not only reinforces the brand's values but also evokes strong emotional connections.
"The effectiveness of an emotive approach is something being increasingly realised and a natural way for the Steggles brand to be part of consumers' hearts and minds," he said.
The integrated campaign includes TV, large format out-of-home and retail digital out-of-home, online video, digital, social, radio and press.
M&C Saatchi has been Steggles' agency of record for 15 years and secured the social account after a competitive pitch in 2022.
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
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
