Product / ServiceSTEGGLES
CategoryA01. Consumer Goods
Idea Creation M&C SAATCHI Sydney, AUSTRALIA
Production M&C SAATCHI Sydney, AUSTRALIA


Name Company Position
Cam Blackley M&C Saatchi Chief Creative Officer
Sharon Edmondston M&C Saatchi Creative Director
Jason Leigh M&C Saatchi Copywriter
Rob Gordon M&C Saatchi Art Director
Ben Greenslade M&C Saatchi Group Head
Jo Movizio M&C Saatchi Senior Account Director
Laura Jones M&C Saatchi Senior Account Director
Stacey Roper M&C Saatchi Account Manager
Catherine Mellon M&C Saatchi Group Strategy Lead
Gemma Heyes M&C Saatchi Executive Integrated Producer
Fleur Farrington M&C Saatchi Studio Manager
Alice Quiddington M&C Saatchi Senior Integrated Producer
Sam Blazevic M&C Saatchi Senior Integrated Producer
Richard Hughes M&C Saatchi Senior Retoucher
Ryan Donnelly M&C Saatchi Integrated Designer
Yash Gandhi Baiada - Steggles Head of Marketing
Shawn Stevens Baiada - Steggles Brand Manager

Cultural / Context information for the jury

Australia’s number one chicken company was in the middle of a major brand campaign to position itself as the ‘unsung hero of Aussie families’ (it’s easy to cook, delicious and affordable). So when it came to Father’s Day and footy finals, cultural highlights of our calendar, Steggles wanted to make itself known. The print campaign launched with a full-page newspaper wraparound on Father’s Day, printed on a receipt for the ultimate Dad gift —socks. While our heartfelt ode to unsung heroes seems to be about Dads, it’s for Steggles chicken. A long-time sponsor of the Sydney Roosters rugby team, Steggles followed up with a full-page devoted to footy finals. Presented on a sports reporter’s typewriter, it reads like it’s celebrating players and uses local game terminology — the ‘wing’ is a key position and players have massive thighs. But it’s actually reminding Aussies that Steggles is integral to watching footy.