BRAND

Steggles

Repositioning an iconic Aussie brand

As a leading Aussie brand trusted for its quality, we wanted to evolve to truly prove our role within the lives of Aussie families. 

We placed Australians at the centre of our brand by shifting one little word - from ‘Stegglers for quality’ we became ‘Stegglers for quality time,’ Shifting focus from farm to family.

We showed our relevance to modern family life - not only through our product - but also through our insightful positioning and unique charm. 

New Business: Owning the freezer in Coles

Apart from Ice cream and peas shoppers actively avoid going down Coles’ freezer aisle.

The poultry section was no different. It wasn’t easy to shop, there was duplication of product range and lack of perceived quality. Coles invited us to help them reinvigorate the poultry category in the freezer.

Our task was rather challenging: rationalise and optimise the current offer, create excitement to grow the category with NPD and expand with new innovations.

We pitched for the business and convincingly won based on the team, the strategy and the pitch - and more importantly, not on price. This meant that Coles and Steggles were the only two brands available to the consumers thus making it easy to shop and by removing other competitors, creating more room on the shelf for NPD and insight led Innovations.

We showed Aussies the genuinely good things we do

We knew the importance and support that Steggles placed upon its Charity Nest and regional communities. We also knew that being a “chest-beating brand” is just not us! With Steggles already doing so much for Aussie families - we decided to turn
Steggles’ July charity nest drive into a national platform for good. A simple concept whereby 30c from every Steggles Family Roast sold would be donated to various Children’s Charities like Ronald McDonald House, Lifestart and Children’s Cancer Institute. It was a way to help the little Stegglers who need it most.

Steggles Host a Roast platform was born.

We displayed how modern Australians #maketime for quality time.

Furthering the Steggles brand repositioning toward ‘Stegglers for Quality Time’, we looked to explore how the new wave of Australian families #maketime, for quality time.

We told the stories of six modern Australians who use Steggles chicken and turkey to spend quality time with family, friends and their community, with shared favourite recipes to be enjoyed by all.

Making a passion partnership an enduring platform

We unearthed new ways to reinvent and leverage one of Steggles’ long-standing partnerships - The Sydney Roosters.

Taking what was traditionally a sponsorship logo entitlement on a team jersey - we grew the partnership into a platform that could continue to make a meaningful connection with a while new audience - year after year.

In it’s 4th year running, we’re proud to Celebrate the True Legends of the game.

2019 Steggles became the major sponsor of Rooster's first NRL Women’s team. We used “Celebrating true legends of the game” platform to bring that sponsorship in the spotlight by featuring the Roosters NRLW Captain Simaima Taufa’s story of struggles and triumphs to fulfil her dream of becoming the captain of the Roosters NRL Women’s team.

A brand new way to cook a chook

We set ourselves the task of convincing more Australians to cook their Steggles Family Roast in new ways.

We created a product innovation with a twist. With the help of the Aussie BBQ and in line with Australia Day and peak summer, we opened up a new way to cook your chook. This gave us LTO opportunities with retailers that helped us to generate interest in and around the meat case - in new ways.

It was cheeky, refreshingly relevant and noticaebly Steggles.

We gave a forgotten bird the spotlight

Our biggest, leanest bird of the lot was being forgotten by shoppers. We reserved it for special occasions, a Christmas centre piece. Or the meat of the ‘fitness freaks’. Despite knowing deep down that turkey is good for us, shoppers would plan for their weekly chicken, lamb or beef within their shop, but not turkey.

We needed to change the way shoppers saw turkey - from the way we packaged it’s benefits to the way people cooked with it in their everyday recipes. Playing in the the truth we all knew - that it is healthier to try it with turkey. In line with Kale, quinos and acai of the world we uncovered that so too sat turkey - possessing not onlt the qualities of a super foodm ut was lean vitamin packed protein. A SUPER MEAT.

Ugly, but Superfood.

With our positioning for turkey as superfood sound, we faced challenges within the market, not only from distribution opportunities, but also from pork who were very visibly pushing a lean, protein story and offering functional, day part relevant reminders for people to switch.
We responded with a way to take our same turkey platform forward - that leant into those characteristics that no other protein could own. 

Leveraging bitingly relevant insights into day-to-day shoppers lives, we built an approach that could genuinely cut-through. Using the ‘theatre of the mind’ we looked to sway those dinner planning drive-time radio commuters to add a superfood to their shopping list.

Using radio as the approach, we captured the drive time home like no other protein has. You need to listen to these.