Steggles has launched the latest iteration of its enduring 'Stegglers' brand platform with a new brand campaign from the M&C Saatchi Group. The campaign is a departure from current marketing trends that favour short-termism, instead focusing on long-term brand-building through emotive storytelling.

The 'Stegglers' campaign underscores the importance of traditions, mateship, and family, encompassing a brand film set to Sonny and Cher’s 'I got you babe' track, following a narrative of a Steggler recreating a family recipe.

Head of Marketing at Baiada, the parent company of Steggles, Yash Gandhi, said: "This initiative not only strengthens our brand’s core values but also fosters an emotional connection with our consumers. It’s more than just a marketing effort; it's a strategic evolution of our brand that embodies the essence of what has made Steggles a beloved staple in Aussie homes for decades."

The campaign will be integrated across TV, large format out-of-home and retail digital out-of-home, online video, digital, social, radio, and press.

Steve Coll, M&C Saatchi CCO, echoed Gandhi's sentiments, highlighting the effectiveness of an emotive approach in brand marketing. "In some way or another, we’re all ‘Stegglers’ for something and this proposition not only reinforces the brand's values but also evokes strong emotional connections. The effectiveness of an emotive approach is something being increasingly realised and a natural way for the Steggles brand to be part of consumers' hearts and minds," Coll said.

M&C Saatchi has been Steggles' agency of record for 15 years and secured the social account after a competitive pitch in 2022.