Effies
Australia
A Comeback Full of Heart: How Steggles Reclaimed Growth Against the Odds
Agency
M+C Saatchi Group
Client
Baiada Poultry
Awards
Bronze
Food and Beverage Brands
Summary
Facing a challenging period of double-digit volume and sales decline, Steggles executed a powerful brand comeback.
Through ethnographic research, the brand shifted its strategy to focus on the emotional value of the Sunday roast as a cherished family ritual. Instead of joining the race to the bottom on price, Steggles chose to celebrate these traditions.
This deeply emotional, long-term approach delivered exceptional short-term results, proving that nostalgia and emotional storytelling can protect margins and create standout in a competitive market.
Case study
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Credits
| Yash | Gandhi | Head of Marketing | Baiada Poultry |
| Shawn | Stevens | Marketing Manager | Baiada Poultry |
| Megan | Röhrs | Senior Brand Manager | Baiada Poultry |
| Grace | Wallace | Author / Strategy Director | M+C Saatchi Group |
| Nick | Jacobs | Chief Strategy Officer | M+C Saatchi Group |
| Ben | Greenslade | Group Head | M+C Saatchi Group |
| Jo | Movizio | Senior Account Director | M+C Saatchi Group |
| Rebecca | Farinola | Senior Account Manager | M+C Saatchi Group |
| Steve | Coll | Chief Creative Officer | M+C Saatchi Group |
| Scott | Dettrick | Executive Creative Director | M+C Saatchi Group |
| Sharon | Edmondston | Group Creative Director | M+C Saatchi Group |
| Georgie | Waters | Senior Copywriter | M+C Saatchi Group |
| Billie | Gurr | Art Director | M+C Saatchi Group |
| Emma | Parsons | Head of Content | M+C Saatchi Group |
| Luca | Franich | Social Media Manager | M+C Saatchi Group |
| Lill | Schroeder | Senior Broadcast Producer | M+C Saatchi Group |
| Sam | Blazevic | Integrated Producer | M+C Saatchi Group |
| Media | Havas Media |