M&C Saatchi Group & Steggles continue to build an emotional connection with Australian audiences based on family bonding. The latest edition of this long term brand-building uses a heartfelt story that highlights the importance of traditions, mateship and family through “Stegglers” – people who care just a little bit more about things that matter to them.
The hero commercial, set to Sonny and Cher’s classic track, I got you babe track, is the 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.
Yash Gandhi, head of marketing at Baiada, stated, “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.”
The integrated campaign includes TV, large format out-of-home and retail digital out-of-home, online video, digital, social, radio and press, celebrating 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 chief creative officer, Steve Coll, commented: “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.”
Credits
Client: Steggles
Head of Marketing: Yash Gandhi
Marketing Manager: Shawn Stevens
Senior Brand Manager: Megan Rohrs
Brand Manager: Katie Tran
Creative Agency: M&C Saatchi Sydney
Chief Creative Officer: Steve Coll
Executive Creative Director: Scott Dettrick
Group Creative Director: Sharon Edmondston
Senior Writer: Georgie Waters
Art Directors: Billie Gurr & Simon Dall
Group Head: Ben Greenslade
Senior Account Director: Jo Movizio
Account Executive: Ronan Horgan
Chief Strategy Officer: Nick Jacobs
Head of Content: Emma Parsons
Social Media Manager: Luca Franich
Senior Broadcast Producer: Lill Schroeder
Integrated Producer: Sam Blazevic
Director: Lucy Knox
Production Company: Scoundrel
Music: Stare Crazy
Music Supervision: Level Two
Sound Design: Massive Music
Offline Edit: ARC Edit
Online: Resolution Design
Photography: Cory White, Hart & Co
Media: Havas Media
