Steggles and M&C Saatchi Sydney's New Campaign Encourages Australians to 'Host a Roast'
Steggles is a genuine, Aussie brand that has provided a quality product to families for almost 100 years, as well as giving back to local communities. Since 2001, Steggles has raised more than $8 million for children's charities through the Steggles Charity Nest. Charities within the Nest include Children's Cancer Institute, Lifestart, Children's Hospital Foundations and more.
Spearheaded by M&C Saatchi Strategy, the agency has created the concept of 'Host a Roast'. For the month of July, when we tend to hibernate and love nothing more than coming together over a hot roast chicken, for every Steggles Family Roast sold, 30 cents goes to helping Australian children's charities.
'Host a Roast' gives the brand the opportunity to form a meaningful connection with its consumers by truly owning and talking about its charitable pursuits.
Says Yash Gandhi, head of marketing at Baiada - parent company of Steggles: "We wanted to create an enduring platform that made it easy for Australians to come together with their friends and family over a roast, for a good cause. Steggles has been passionate about creating a real difference to the lives of little Stegglers doing it tough. This initiative aimed to connect the dots and stay true to the Steggles tone in doing so."
Says Cam Blackley, chief creative officer, M&C Saatchi: "The Power of a Roast is a lovely, simple idea to drive awareness of the good Steggles is doing for children's charities. These kind of comms tend to be a bit dry so I'm pleased to say we've avoided that with an over enthusiastic dad whose heart is more into getting the dark meat than anything else."
The campaign will also unfold across out-of-home, radio and point-of-sale.
