Steggles encourages Australians to ‘Host a Roast’ in its latest campaign via M&C Saatchi, Sydney
Steggles is a genuine, Aussie brand that has provided a quality product to families for almost 100 years, as well as giving back to local communities. Since 2001, Steggles has raised more than $8 million for children’s charities through the Steggles Charity Nest. Charities within the Nest include Children’s Cancer Institute, Lifestart, Children’s Hospital Foundations and more.
Spearheaded by M&C Saatchi Strategy, the agency has created the concept of ‘Host a Roast’. For the month of July, when we tend to hibernate and love nothing more than coming together over a hot roast chicken, for every Steggles Family Roast sold, 30 cents goes to helping Australian children’s charities.
‘Host a Roast’ gives the brand the opportunity to form a meaningful connection with its consumers by truly owning and talking about its charitable pursuits.
To promote the cause, M&C Saatchi has created ‘The Power of the Roast’, a 30 and 15 second commercial for TV with an additional 15 second humourous edit for online.
Says Yash Gandhi, head of marketing at Baiada – parent company of Steggles: “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. 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.”
Says Cam Blackley, chief creative officer, M&C Saatchi: “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 also unfold across out-of-home, radio and point-of-sale.
Agency: M&C Saatchi Sydney
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
1 Comment
Not a single comment. Appropriate. Such MOR advertising from ‘respected doyens of the industry’.