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Steggles takes its 'No added hormones' message to national TV

Iconic Australian poultry brand Steggles will launch a new TV commercial this Sunday, marking the next chapter in Steggles’ campaign to dispel the myths around hormones and steroids being added to chickens.

The 30 and 15 second TV commercials, created by M&C Saatchi, will run nationally over the next four weeks.

The TV commercial was prompted by research recently conducted by Steggles which revealed that more than 75% of Australians mistakenly believe chicken produced locally in Australia contains added hormones and steroids.

This false belief is despite the fact that nearly half a century ago the Australian Government made it illegal to add hormones or steroids to chicken. All the major poultry farmers in the Australian chicken industry have complied with this legislation since its inception.

The commercial uses Steggles staff, who have had years of experience in poultry farming, to convey this message to the public. The execution is both honest and warm, with staff expressing an emphatic ‘NO’ to added hormones and steroids in their chickens.

The TV commercial also asks the question: “Why are chickens bigger?” compared to 30 years ago. The response, “better fed, better bred”, is attributed to improvements in Steggles’ poultry breeding and farming practices supported by a dedicated professional nutritionist who ensures that Steggles chickens are only fed a balanced diet tailored to the chicken’s lifecycle.

Viewers can also expect to see some familiar ‘Steggler’ faces from the previous TV ad campaign which last aired in June this year.

Steggles Managing Director, John Camilleri said: “We’re hoping the TV campaign will further reinforce the message across Australia that there are absolutely no hormones or steroids added to any of our chickens.

“It is important that Australian consumers and our customers are made aware of this.”

The new TV commercial is part of a long-term public education campaign by Steggles to address consumer misconceptions within the chicken industry in Australia.

Creative Credits

Regional Creative Director - Tom McFarlane
Creative Director - Michael Andrews
Group Account Director - Mark Timmins
Account Director - Kirsty Smith & Jake Tucker
TV Producer - Rod James & Lill Ireland

Production House - The Feds
Director - Graeme Burfoot
Producer - Jude Lengel

For more information:

Amanda Ross
Senior Account Director
Access PR
T: (02) 9279 4133
M: 0414 987 327

Andrea Kerekes
Managing Partner
Access PR
T: (02) 9279 4011
M: 0418 427 412

About Steggles

Launched in 1919 and now owned by poultry company Baiada, Steggles is an iconic Australian brand and one of the most progressive in the poultry industry. Steggles is renowned for quality and innovation, with all Steggles chickens grain-fed, raised in large barns and 100% free of any added hormones or steroids. Steggles employs 4500 Australians and has a proud reputation for upholding traditional, family-oriented values. Steggles is also committed to supporting the wider community and donates money to a range of children-based charities through its specially created fund the Charity Nest.

All Steggles chickens are raised in large barns, and free of any added hormones.
Steggles May 23, 2017
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