Steggles launches 'Steggler for quality' national TV campaign via M&C Saatchi, Sydney
Iconic Australian poultry brand Steggles this week revealed its first major advertising campaign in more than a decade, launching a national TV campaign via M&C Saatchi, Sydney, starring its own staff and based around the theme "Steggler for Quality".View the TVC:
steggles-2.mpg
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.
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.
Agency: M&C Saatchi
Creative directors: 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
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.
Agency: M&C Saatchi
Creative directors: 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
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Hmm... Nah not their best work. The VO is well-cast though.
Some quotes:
"91-year-old Steggles brand..."
"94% consumer recognition..."
I reckon the chicken people could teach the agency a thing or two about marketing and brand building.
I think this campaign has legs. And thighs and breasts.
does anyone know a three legged chicken joke?
Komed strikes again!!
That guy could be the new Bill Hunter.
The Beardo does it again!
type of work i would expect from M&C. Not very good, very client pleasing. boring.
At least they are consistent
Website doesn't work either guys
Strong Happy Insightful Trusted
Poultry!
This looks like a woolies ad.
2.33 did you copy and paste your post from your ad on a dating website?
Nothing about 10,000 chickens in a shed is remotely happy to me...but that might just be me.
This is a serious case of Corporate Responsibility messaging in the wrong media.
3:59, I think you might need to read between the lines, or a the very least the words.
I'm a little iffy on the language used in these ads. The shots of chickens enjoying five-star fan forced accomodation and the lady saying, "no cages in my sheds".
Is the ad saying Steggles is free range (if it is, why isn't it said) or that Steggles employs finicky detail focussed farmers?
Feels like one enormous pun.
I'm getting very sick of brands trying to be my trusted, knockabout friend at the bar: Woolworths, Holden, AMP, NAB, Nescafe..blah blah... boring. i don't buy it.
This sort of advertising is the reason the industry has no respect and little credibility. While it's obviously quite a good branding idea for Steggles, it's just so trite and falsely earnest, not to mention very, very sparing with the truth. A fair morning's work, job done, and then onto Freedom or Optus in the afternoon with more earnest, trite 'sincerity'. I'd put BWM's efforts on Bird's Eye in the same basket (An Eye For Good Food...brilliant! cracked it, let's go to lunch), but there are countless examples industry-wise, and as a previous blogger noted, they're all interchangable. Is that really what working in advertising is about? How depressing.
Ok, so Ill start the three legged chicken joke myself.....
So there was this bloke driving on the M1 pushing 70 miles and hour when he sees a three legged chicken approaching fast in his rear view mirror. The man accelerates to 80 and the chicken does the same. He pushes to 90, 100.......140 and the chicken is still with him. Suddenly the chicken puts out his right wing to indicate and breezes past him with a whirrr of legs. The man floors his accelerator only to see the chicken stick out his left wing and pull off into a side road. Our man is pissed and decides to chase the bird along a bunch of country lanes until he sees him turn and disappear into a farmyard. Pulling up in a cloud of dust the man spots a farmer leaning on a gatepost. As our man approaches said farmer he asks:
"Did you just see a three legged chicken?
Farmer: "Seen it? Seen hundreds. I breeds 'em you see"
Man: "Really?"
Farmer: "Yep. You see I loikes a leg. My wife, she loikes a leg. And my son, he loikes a leg"
Man: "Really? So how do they taste?"
Farmer: "I dunno! Never bloody caught one"
.....so there you have it. About as corny as the Steggles job but nowhere near as bad as the Nandos radio work..........
Just not a very good idea.
Lazy, assembly line thinking.
Well, it may not be Bravia Balls, but it'll go down well with the people it's aimed at. You know, those people we try and ignore on the train. Those, you know, real people.
Big brand stuff for difficult clients. M&C are a mature agency and it always shows.
I don't personally like it, but then again I buy my chicken organic.
Anyone who's ever seen the inside of a filthy, squalid chicken factory knows there aren't "cages" inside them.
What it is, is a huge metal box with artificial sunlight 18 hours a day (so they grow quicker), and so little space for the chickens to move around in, that they actually don't.
So their entire lives are spent inside a metal box, with no room to move, being artificially fattened-up for slaughter.
Sure, there may be no cages inside the factory. That's because the factory is one big squalid overcrowded cage.
This is a grossly unethical campaign, and its creators (and the client) should be ashamed of that "no cages" component. They know they're bending the truth to breaking-point. And they do our industry a great disservice as a result.
@11:27
ethics are to advertising as cricket is to the U.S.A
the 'steggler for quality' pun is fowl.
Yeah it's pretty chicken-shit
Unethical.
Expect massive consumer backlash and exposes on current affairs shows. This is just the biggest advertising lie I have ever seen.
Boring and unimaginative! As I said the Beardo does it again!!!
They force grow those chics into full grown chickens in 6 weeks
and I wonder why the kids are so tall these days?
People who run those places aren't pheasant pluckers
This works.
I have a supermarket chook brand name ion my head now and it is about quality, free range and it is called Steggles.
Fuck off tight, black jean wearing wankers. Have a Mc Nuggets.