Effies
Australia
Short-Term Wins, Long-Term Vision: How Steggles Won With Brand Not Bargains
Agency
M+C Saatchi Group
Client
Baiada Poultry
Awards
Finalist
Short Term Effects
Case Study
Summary
In a market obsessed with short-term price plays, Steggles chose a long-term emotional strategy to reverse declining sales and volume. By evolving its brand platform to frame its 'Steggler' spirit as a shared value, the brand created a heartfelt campaign that celebrated the emotional power of mealtimes. This strategic move took Steggles out of commodity status, outpaced the category's growth by nearly 10%, and helped it regain its position as Australia’s favorite chicken brand while retaining a premium price.
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 | 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 |
| Nick Jacobs | Chief Strategy Officer | M+C Saatchi Group |
| Media | Havas Media |