Steggles brings new dimension to its enduring “Stegglers” brand platform via M&C Saatchi

Steggles, an iconic Aussie brand with over a century of heritage, is bringing a new dimension to its “Stegglers” brand platform with the launch of its latest campaign via M&C Saatchi Group.

Defying the current trends of short termism, Steggles continues to invest in long term brand-building via heartfelt story telling that connects emotively with its audience.

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.

Says Yash Gandhi, head of marketing at Baiada:  “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.”

At the heart of the ‘Stegglers’ campaign is the brand film set to the memorable Sonny and Cher’s “I got you babe” track and features a touching narrative of a Steggler recreating a much loved recipe to keep his family traditions alive, culminating in the line “We’re Stegglers for Family.”

In addition to the film, channels like radio and social celebrate the idea of every Aussie is a Steggler for something and create entertaining examples of what it takes to be a “Steggler”.

Says Steve Coll, CCO, M&C Saatchi: “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.”

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. This long-standing partnership underscores the agency’s deep understanding of the Steggles brand and its vision.

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

Production Company: Scoundrel
Director: Lucy Knox
Music: Stare Crazy
Music Supervision: Level Two
Sound Design: MassiveMusic
Post Production:
Offline edit: ARC EDIT
Online: Resolution Design
Photography: Cory White, Hart & Co
Media: Havas Media