Steggles launches second TVC

Posted by Nicole Eckersley on 23rd September 2010

Iconic Australian poultry brand Steggles has ramped up its advertising campaign by launching a second television commercial last Sunday, to run concurrently with its ‘no added hormones’ commercial.

Steggles Brand Manager Celeste Moroney said: “In the last six months we have focused on re-establishing the Steggles brand. While communicating our key brand messages will continue, we recognise that it’s time to also focus on promoting our products and showing consumers the quality that they can expect when buying Steggles.

“The new mini roast television commercial clearly conveys the fresh quality and care taken in producing our products – a very important message for our customers, many of whom seek easy to prepare, quality tasting meals.”

The new advertisement will feature the Steggles chicken mini roast, stuffed with English spinach and a combination of cream and feta cheese. The TV commercial will also be supported by print advertising and a female-targeted consumer promotion, giving away ten $2000 Prada handbags.

The chicken mini roast is part of Steggles’ ‘a little bit special’ retail freezer range, which includes three new products – a sundried tomato and cream cheese mini roast, honey soy chicken skewers and peanut-free satay chicken skewers.

The four-week national television campaign and its sister commercial were produced and developed for Steggles by M&C Saatchi.

The company’s ‘no added hormones’ commercial is part of a long-term campaign by Steggles to address consumer misconceptions within the chicken industry in Australia, such as the idea that chickens are grown faster using hormones and kept in cages. In fact, all meat chickens in Australia are hormone-free, and raised in barns.

The RSPCA highlights a number of other issues with Australia’s meat chickens, such as fast-maturing selectively bred birds, overcrowding, unnatural lighting and overuse of antibiotics, which are not addressed by the campaign.

“The RSPCA believes it’s important that the chicken meat industry as a whole dispels myths about production in Australia, for example that meat chickens are not raised in cages (11.5 million layer hens are, though) and that no chicken meat producer or chicken brand uses hormones in Australia,” said RSPCA Humane Food Marketing Manager Hope Bertram.

“The RSPCA is keen to work with the chicken meat industry, encouraging them to farm their chickens to the RSPCA Approved Framing Scheme Standards, to ensure more chickens are raised in higher welfare production system. By doing this, it also means that Australian consumers have more choice when wanting to purchase higher welfare chicken.”