M&C Saatchi has given Aussie chicken brand Steggles the opportunity to form a meaningful connection with its consumers by truly owning and talking about its charitable pursuits.

The agency created the concept of ‘Host a Roast’. For the month of July, every Steggles Family Roast sold will see 30 cents go to helping Australian children’s charities.

To promote the cause, M&C Saatchi has created ‘The Power of a Roast’ – 30-second and 15-second commercials for TV, with an additional 15-second edit for online. The campaign will also unfold across out of home, radio and point of sale.

Yash Gandhi, head of marketing at Steggles parent company Baiada, said: “We wanted to create an enduring platform that made it easy for Australians to come together with their friends and family over a roast, for a good cause.

“Steggles has been passionate about creating a real difference to the lives of little Stegglers doing it tough. This initiative aimed to connect the dots and stay true to the Steggles tone in doing so.”

M&C Saatchi chief creative officer Cam Blackley said: “The Power of a Roast is a lovely, simple idea to drive awareness of the good Steggles is doing for children’s charities.

“These kind of comms tend to be a bit dry, so I’m pleased to say we’ve avoided that with an over-enthusiastic dad whose heart is more into getting the dark meat than anything else.”

CREDITS

Client: Steggles (Biada)

Head of marketing, Biada: Yash Gandhi

Senior brand manager, Steggles: Shawn Stevens

Creative agency: M&C Saatchi

Chief creative officer: Cam Blackley

Creative director: Shane Gibson

Creative S&E: Jon Kelly and Duncan Shields

Executive producer: Loren August

Strategy director: Catherine Mellon

General manager, S&E: Ben Greenslade

Group account director: Lauren Trace

Account manager: Joshua Johns

Production company: Plaza Films

Director: Paul Middleditch

Executive producer: Pete Masterton