Steggles celebrates the ‘unsung hero’ of Aussie families in new campaign via M&C Saatchi Sydney

Steggles has launched a bold new brand campaign via M&C Saatchi Sydney, to sing the praises of the ‘unsung hero’ of Aussie families (Steggles chicken, of course).

The campaign launched last night with anthemic jingle ads that ignore all the usual advertising heroes — Mums, Dads, cooks and even children — to gratuitously focus on the chicken that brings them together.

The 60” and 30” launch TVC spots were directed by award-winning director Matt Devine at Revolver and sung by comedian Mark Bonanno, supported by a range of 15” cut-downs.

This integrated campaign is supported by a series of high impact large format OOH placements, bus wraps and a supporting social campaign with karaoke-style sing-a-longs, bonus footage not seen in the TVC and a few more surprises.

Says Yash Gandhi, head of marketing at Steggles: “We had to do something bold to cut-through and to reignite latent love for the Steggles brand with Aussies. This campaign is confident and cheeky, acknowledging that Aussie parents are the true heroes, but just this once Steggles chook is having its moment in the spotlight.”

Says Cam Blackley, chief creative officer at M&C Saatchi Sydney: “We wanted to play off the love that’s usually shown for actors in food commercials; turn the tables on them and give the bird its 15 minutes of fame in all media channels. There’s something about making the underdog a hero that’s appealing to middle Australia and we think they are going to have a chuckle at the campaign, maybe hum the TVC too.”

As well as reminding Aussies of their favourite chicken brand, the campaign supports the introduction of the new Steggles Family Roast Range, available exclusively in Woolworths from late April.

Client – Steggles (Baiada Poultry)
Yash Gandhi – Head of Marketing
Shawn Stevens – Marketing Manager
Brad Fisher – Assistant Brand Manager

Creative Agency – M&C Saatchi
Cam Blackley – CCO
Sharon Edmondston – Creative Director
Jason Leigh – Copywriter
Melissa Hawkett – Art Director
Catherine Mellon – Group Strategy Director
Ben Greenslade – Group Head
Laura Jones – Senior Account Director
Stacey Roper – Account Manager
Ingrid Williams – Account Executive
Sarah Cowen – Senior TV Producer
Vanessa Fernandez – Integrated Producer

Production Company – Revolver
Managing Director /Co-Owner – Michael Ritchie
Executive Producer/Partner – Pip Smart
Director – Matt Devine
Producer – Max Horn
DOP – James L Brown
Editor – Graeme Pereira at Arc Edit

Sound – We Love Jam
Hylton Mowday – Composer
Andrew Stevenson – Sound Designer

Post Production – Resolution Design
Caroline Foley – Producer
Tim Dyroff – Creative Director
Amanda Cairns-Cowan – Executive Producer
Doron Man – Flame Artist
Etienne Ancelet – Online Editor
Ben Eagleton – Colourist

Stills Production: Photoplay
Photographer: Chris Budgeon
Producer: Alison Lydiard

Casting Director: Stevie Ray

Media Agency: HYLAND Havas

Social & Digital: Hardhat
Glenn Dalton – Executive Creative Director
Isha Brown – Art Director
Molly Robertson – Copywriter
Jess Davis – Social and Content Manager
Alice Tschuchnigg – Client Services Director
Nicole Correia – Senior Account Manager
Lucy O’Rourke – Producera