Brands promoting family time is definitely a trending ad theme, which M&C Saatchi – the latest agency to join in, explains like this, “with our increasingly busy schedules, it is important to not just find time, but to make time to spend with loved ones.”

And we know you just felt a twinge because it’s a tender spot for everyone. Which has been useful for brands as unrelated as IKEA and Masterfoods.

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M&C’s campaign has launched with a 30 second TVC and 45 second cinema ad, a slice-of-life story about an Australian family taking a cross-country trip, complete with the family dinner table strapped to the roof of the car, to the city to surprise their daughter. The ads extend the familiar We’re Stegglers for Quality brand positioning to We’re Stegglers for Quality Time. A memorable addition.

The full campaign includes out-of-home, print, digital and social executions.

Steggles head of marketing, Yash Gandhi, commented, “Nothing says sharing quality time with your loved ones more than a delicious home-cooked meal around the table. This campaign is an emotive articulation of our new ‘We’re Stegglers for Quality Time’ brand platform that many Australians will relate to.”

M&C Saatchi chief creative officer, Andy DiLallo, added, “Steggles wanted to show that quality time is about being with the people you love and sharing what they care about.

“We have developed an integrated marking campaign to ignite the emotion we feel when we reconnect with family and loved ones to remind Aussie families just how special mealtime is around the table.”