Steggles Ad Campaign Aims to Dispel Broiler Myth

AUSTRALIA - Steggles launches new print advertisement dispelling myths around use of cages for broiler chickens.
calendar icon 24 May 2011
clock icon 3 minute read

Iconic Australian poultry brand, Steggles, has launched a new print advertisement aimed at dispelling the myths around the use of cages when it comes to chicken meat farming practices in Australia.

The ad will run nationally for 12 weeks and is part of an ongoing public education campaign launched by Steggles last year to inform and educate Australians about local chicken farming practices.

The new ad was created by M&C Saatchi and depicts an egg on a white background with the words 'This is the only time a Steggles chicken is kept in a confined space. We have no cages, just big barns' handwritten across the front.

Steggles Brand Manager, Celeste Moroney, said: "It's imperative that we continue to communicate the truth around chicken farming in Australia.

"For the past 12 months, we have focused on spreading the message that no hormones or steroids are added to Australian meat chickens, and it's time to set the record straight when it comes to the use of cages.

"There is quite a bit of confusion about the farming practices of chicken, however, Australians need to be made aware that cages are not used in chicken meat farming operations anywhere in our country. Steggles chickens are free to roam in custom-built, well-ventilated barns with constant access to food and water. A Steggles nutritionist is also on hand to monitor and audit the welfare of our chickens."

The new print advertisement will be supported by TV advertising running from 29 May 2011 for five weeks.

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