Chicken is an Unsung Hero in Musical Steggles Spot from M&C Saatchi Sydney

Australian poultry brand Steggles has launched a bold new brand campaign to sing the praises of the ‘unsung hero’ of Aussie families (Steggles chicken, of course). 

Created in partnership with M&C Saatchi Sydney, 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-second 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-second 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. 

“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 Yash Gandhi, head of marketing at Steggles 

“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,” says Cam Blackley, chief creative officer at M&C Saatchi Sydney. 

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.