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Chicken is an Unsung Hero in Musical Steggles Spot from M&C Saatchi Sydney

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Matt Devine at Revolver directs new film featuring a song from comedian Mark Bonanno

Chicken is an Unsung Hero in Musical Steggles Spot from M&C Saatchi Sydney

Australian poultry brand Steggles has launched a bold new brand campaign to sing the praises of the ‘unsung hero’ of Aussie families (Steggles chicken, of course). 

Created in partnership with M&C Saatchi Sydney, the campaign launched last night with anthemic jingle ads that ignore all the usual advertising heroes — Mums, Dads, cooks and even children — to gratuitously focus on the chicken that brings them together. 

The 60- and 30-second launch TVC spots were directed by award-winning director Matt Devine at Revolver and sung by comedian Mark Bonanno, supported by a range of 15-second cut-downs.

This integrated campaign is supported by a series of high impact large format OOH placements, bus wraps and a supporting social campaign with karaoke-style sing-a-longs, bonus footage not seen in the TVC and a few more surprises. 

“We had to do something bold to cut-through and to reignite latent love for the Steggles brand with Aussies. This campaign is confident and cheeky, acknowledging that Aussie parents are the true heroes, but just this once Steggles chook is having its moment in the spotlight,” says Yash Gandhi, head of marketing at Steggles 

“We wanted to play off the love that’s usually shown for actors in food commercials; turn the tables on them and give the bird its 15 minutes of fame in all media channels. There’s something about making the underdog a hero that’s appealing to middle Australia and we think they are going to have a chuckle at the campaign, maybe hum the TVC too,” says Cam Blackley, chief creative officer at M&C Saatchi Sydney. 

As well as reminding Aussies of their favourite chicken brand, the campaign supports the introduction of the new Steggles Family Roast Range, available exclusively in Woolworths from late April.

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Client: Steggles (Baiada Poultry)

Yash Gandhi : Head of Marketing

Shawn Stevens : Marketing Manager

Brad Fisher : Assistant Brand Manager

Agency: M&C Saatchi Sydney

Cam Blackley : CCO

Sharon Edmondston : Creative Director

Jason Leigh : Copywriter

Melissa Hawkett : Art Director

Catherine Mellon : Group Strategy Director

Ben Greenslade : Group Head

Laura Jones : Senior Account Director

Stacey Roper : Account Manager

Ingrid Williams : Account Executive

Sarah Cowen : Senior TV Producer

Vanessa Fernandez : Integrated Producer

Production Company : Revolver

Managing Director /Co-Owner : Michael Ritchie

Executive Producer/Partner : Pip Smart

Director : Matt Devine

Producer : Max Horn

DOP : James L Brown

Editor : Graeme Pereira at Arc Edit

Sound : We Love Jam

Hylton Mowday : Composer

Andrew Stevenson : Sound Designer

Post Production : Resolution Design

Caroline Foley : Producer

Tim Dyroff : Creative Director

Amanda Cairns-Cowan : Executive Producer

Doron Man : Flame Artist

Etienne Ancelet : Online Editor

Ben Eagleton : Colourist

Stills Production: Photoplay

Photographer: Chris Budgeon

Producer: Alison Lydiard

Media Agency: HYLAND Havas

Social & Digital: Hardhat

Glenn Dalton : Executive Creative Director

Isha Brown : Art Director

Molly Robertson : Copywriter

Jess Davis : Social and Content Manager

Alice Tschuchnigg : Client Services Director

Nicole Correia : Senior Account Manager

Lucy O’Rourke : Producer

Genres: Musical, Comedy, People

Categories: Food, Meat & Fish

M&C Saatchi Sydney, Tue, 01 Jun 2021 10:15:00 GMT