Steggles' Ad Focuses on New Product Development

AUSTRALIA - At the start of this week, Steggles launched its first product-based television commercial in over 10 years.
calendar icon 23 September 2010
clock icon 3 minute read

Iconic Australian poultry brand, Steggles, ramped up its advertising campaign by launching its first product-based television commercial in over 10 years on Sunday (19 September).

The four-week national television campaign is running concurrently with Steggles' 'no added hormones' commercial launched two weeks ago – both of which were produced and developed by M&C Saatchi.

Once again, Steggles looks to the people who work within the business to communicate its latest message. The staff featured in the TV commercial work day-to-day on developing and launching new Steggles products.

Brand continuity is evident in the ad, not only through the incorporation of Steggles staff but also through continued use of the music and voice-over that feature in previous TV commercials. All three elements have played a pivotal role in the refreshment of the brand across television, print and point of sale, while reinforcing Steggles' ongoing commitment to deliver fresh quality products.

Featuring the Steggles chicken mini roast stuffed with English spinach and a combination of cream and feta cheese, the TV commercial will also be supported by print advertising and an exciting consumer promotion that will give away 10 Prada handbags worth over A$2,000 each.

Steggles brand manager, Celeste Moroney, said: "In the last six months, we have focused on re-establishing the Steggles brand. While communicating our key brand messages will continue, we recognise that it's time to also focus on promoting our products and showing consumers the quality that they can expect when buying Steggles.

"The new mini roast television commercial clearly conveys the fresh quality and care taken in producing our products – a very important message for our customers, many of whom seek easy to prepare, quality tasting meals."

The chicken mini roast is part of Steggles' 'a little bit special' retail freezer range which also includes an additional three tasty new products – chicken mini roast stuffed with sun-dried roma tomatoes and cream cheese, honey soy chicken skewers and peanut-free satay chicken skewers.

All Steggles chickens are grain-fed, free to roam in large barns, and 100 per cent free of any added hormones or steroids.

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