‘We’re giving everyone something to relate to’: Steggles’ head of marketing and M&C Saatchi creative head on new campaign [Video]

Iconic Aussie chicken brand Steggles has extended its ‘Stegglers’ brand platform, aiming to connect with its consumers on a different level, with a new campaign from M&C Saatchi Group.

Speaking exclusively to Mumbrella, Yash Gandhi, head of marketing at Baiada, parent company of Steggles, and M&C Saatchi’s chief creative officer, Steve Coll, explained the next evolution of Steggles’ brand platform hopes to be a more encompassing, welcoming version, as “every Aussie is a ‘Steggler’ for something”.

As chicken remains the number one consumed protein in Australia, it is a highly commoditised product. So according to Gandhi, brand awareness is critical to connect with consumers at a level where they will choose a branded product over a cheaper private label product.

“And this does that for us,” he remarked.

Investing in long-term brand building, the new campaign is an extension of the ‘We’re Stegglers’ platform. What began as …