Australian heritage poultry company Steggles has launched the latest iteration of its long-standing Stegglers brand platform with a new campaign via M&C Saatchi Group.
The campaign features a heartfelt narrative aimed at connecting with its audience on an emotional level as part of Stegglers’ long-term brand-building objective. The hero film, set to Sonny and Cher’s I Got You Babe, depicts a fellow ‘Steggler’ recreating a beloved recipe to keep his family traditions alive, encapsulated by the tagline, ‘We’re Stegglers for Family.’
The ‘Steggler’ colloquialism, used throughout the platform’s history, celebrates people who care a little bit more about the things that matter to them, particularly the importance of traditions, mateship, and family.
“This initiative not only strengthens our brand’s core values but also fosters an emotional connection with our consumers,” said head of marketing at parent company, Baiada, Yash Gandhi.
“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.”
The integrated campaign includes TV, large format and retail digital OOH, online video, digital, and press. The campaign will further roll out across radio and social media, with different iterations celebrating the idea that every Aussie is a ‘Steggler’ for something.
“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,” said M&C Saatchi’s recently appointed CCO, Steve Coll.
“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.”
M&C Saatchi has been Steggles’ agency of record for 15 years and secured the social account after a competitive pitch in 2022.
This work for Steggles follows the Australian War Memorial’s recent appointment of Resolution Design, part of the M&C Saatchi Group, to design and produce compelling stories and immersive experiences set to open to the public in early 2026.
See also: Australian War Memorial appoints M&C Saatchi’s Resolution Design
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