Consumer Lifestyle
Steggles launches major marketing push for 2010
Iconic Australian poultry brand Steggles this week revealed its first major advertising campaign in more than a decade, launching a national TV campaign starring its own staff and based around the theme “Steggler for Qualityâ€.
The TV campaign spearheads a major revitalisation of the 91-year-old Steggles brand which was acquired by the privately owned Baiada Group in July last year, creating the country’s largest poultry producer.
Created by M&C Saatchi, the campaign – which is supported by a national print campaign – features Steggles staff from regional New South Wales and gives an insight into the people behind the brand.
“The Steggles brand enjoys 94% consumer recognition and our new campaign and brand refresh is designed to communicate the passion our staff has for quality and delivering the very best to consumers,†said Baiada managing director John Camilleri.
The brand’s marketing push is given further weight by a range of initiatives, including the recently signed three-year deal as the major sponsor of NRL team Sydney Roosters which is a first for the company.
The sponsorship is unique in that it is largely driven by charity contributions. The contributions to the Charity Nest by both the Roosters and Steggles has a number of components, with the most interesting feature being Steggles contribution of $1,000 for each winning margin point in every Roosters victory.
Steggles has also launched a new logo, new packaging and a new website.
“This is an exciting time for our company. We play in a dynamic and competitive market and we are committed to growing the poultry category. We look forward to the opportunities that a renowned brand like Steggles brings to our business,†added Camilleri.
Creative credits:
Agency: M&C Saatchi
Creative director: Tom McFarlane/Michael Andrews
Copywriter: Tom McFarlane
Art director: Michael Andrews
Director: Graeme Burfoot
Agency producer: Emma Cowan
Production company: Film Graphics
Post production: FSM
For more information, please contact:
Andrea Kerekes
Managing Partner
Access PR
T: (02) 9279 4011
M: 0418 427 412
E: andrea@accesspr.com.au