Baiada Poultry, owner of iconic Australian chicken brand, Steggles, has won the International Poultry Council’s inaugural brand marketing award for its campaign aimed at dispelling the myths that hormones are given to chickens.

The Steggles' marketing campaign focused on addressing consumer misconceptions about how chicken meat is raised in Australia, along with highlighting the company’s commitment to producing high-quality products.

The campaign consisted of television and print ads from March to November 2010, and was created by M&C Saatchi.

Steggles winning campaign was judged against an international field of submissions and was presented in Chile.

Brand manager for Steggles, Celeste Moroney, said: "For years people have believed that hormones are used in Australian chickens but it's just not true. It's wonderful that the campaign not only received a positive response in Australia, but that the International Poultry Council has also recognised Steggles as a leading poultry brand.

"The win was a great achievement for our business. For an Australian brand like Steggles to compete on an international scale is something we are very proud of. We have come along way since our entry into the poultry industry in the early 1940s when we were producing and selling chickens from the Baiada family home."

Chair of the International Poultry Council's judging panel, Robin Horel said: "The decision to focus attention on dispelling myths around hormones, not only in Steggles products, but in Australian chicken as a whole was terrific.

"Steggles' investment in refreshing the brand and the risk to ensure they did not disturb the 90 per cent brand awareness is impressive."

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