Steggles Brings New Dimension to its Enduring 'Stegglers' Brand Platform, with M&C Saatchi

Defying the current trends of short termism, Steggles continues to invest in long term brand-building via heartfelt story telling that connects emotively with its audience.

The brand campaign highlights the importance of traditions, mate-ship and family through “Stegglers” – people who care just a little bit more about things that matter to them.

Yash Gandhi, head of marketing at Baiada, said, “This initiative not only strengthens our brand’s core values but also fosters an emotional connection with our consumers. It’s more than just a marketing effort; it's a strategic evolution of our brand that embodies the essence of what has made Steggles a beloved staple in Aussie homes for decades."

At the heart of the ‘Stegglers’ campaign is the brand film set to the memorable Sonny and Cher’s “I got you babe” track and features a touching narrative of a Steggler recreating a much loved recipe to keep his family traditions alive, culminating in the line "We’re Stegglers for Family."

In addition to the film, channels like radio and social celebrate the idea of every Aussie is a Steggler for something and create entertaining examples of what it takes to be a “Steggler”.

M&C Saatchi CCO, Steve Coll, said, “In some way or another, we’re all ‘Stegglers’ for something and this proposition not only reinforces the brand's values but also evokes strong emotional connections. The effectiveness of an emotive approach is something being increasingly realised and a natural way for the Steggles brand to be part of consumers' hearts and minds.”

The integrated campaign includes TV, large format out-of-home and retail digital out-of-home, online video, digital, social, radio and press.

M&C Saatchi has been Steggles' agency of record for 15 years and secured the social account after a competitive pitch in 2022. This long-standing partnership underscores the agency's deep understanding of the Steggles brand and its vision.