Steggles puts charity on the menu with new campaign

Steggles has launched its 2026 Charity Chook campaign, donating 30 cents from every participating product sold throughout July to Australian children’s charities.

Developed by Clemenger BBDO, the campaign positions an everyday family roast as a simple way for Australians to support sick children and their families. Hearts & Science is leading the national media strategy and implementation.

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How the Charity Chook campaign works

The Steggles Charity Chook is available at Woolworths and selected independent retailers, including IGA, throughout July.

The campaign forms part of the Steggles Charity Nest program, which has raised more than $15 million for Australian children’s charities since 2010.

Steggles supports Ronald McDonald House Australia, Children’s Hospital Foundation Queensland, Perth Children’s Hospital Foundation and Children’s Cancer Institute. Its partners also include Lifestart, Autism SA, Little Wings, Riding for the Disabled Association and Griffith Autism Support Group.

https://vimeo.com/1208310849

A new ‘Care Package’ platform

This year’s campaign introduces a creative platform called ‘Care Package’. It centres on the idea that doing good can be as simple as putting a roast on the table.

The new packaging features illustrations inspired by children and families supported by Steggles’ charity partners. They were asked what helped them through difficult periods, with their responses informing the campaign’s creative.

Messages featured on the packaging include “Be as strong and cool as a dinosaur” and “You can do the hard things”. Other illustrations draw on experiences such as receiving bravery beads and sharing meals made with love.

One story featured in the campaign is Halle’s. Born at 26 weeks and weighing 750 grams, she spent several months in neonatal intensive care while her family stayed at Ronald McDonald House.

Shared meals gave the family moments of comfort and normality during that period. Halle is now a healthy young girl.

Making charitable support accessible

Yash Gandhi, chief marketing officer at Baiada Poultry, said the campaign aimed to make supporting children’s charities part of an existing family routine.

“The Steggles Charity Chook has always been about making it easy for Australians to support children’s charities through something they’re already doing - sharing a meal with family and friends,” he said.

“This year, we wanted to honour the incredible resilience of the children and families supported by our charity partners. Every illustration and message on the pack is inspired by their lived experiences, celebrating the moments of care, hope and encouragement that helped them through some of life’s toughest moments.

“The Steggles Charity Chook not only tastes good, but it does good.”

Matt Chandler, creative officer at Clemenger BBDO, said the agency wanted each purchase to carry an emotional connection to the families involved.

“It’s such a privilege to contribute to the brilliant Charity Chook program with the Steggles team. The creative idea was designed to bring a touch of emotion to every purchase with authentic illustrations inspired by real stories from children and families supported by Steggles’ charity partners.

“We hope our work not only connects with Australians but helps ensure Charity Chooks are flying off the shelves.”

National media campaign

The integrated campaign is running across out-of-home, retail proximity media, in-store placements, social media, digital and radio. It also includes community activities delivered with the charity partners.

The work sits within Baiada Poultry’s broader partnership with Omnicom Oceania, bringing together the creative and media agencies.

Blake Power, general manager, Sydney at Hearts & Science, said the media strategy would highlight the stories behind the product’s packaging.

“The media campaign has been designed to amplify the new Charity Chook packaging and showcase the tangible impact behind every purchase.

“We’ve also partnered with Nova on a talent-led audio campaign, which has amplified the authentic stories and demonstrated how Australians can support children’s charities by simply sharing a roast.”

Credits

• Client: Baiada, Steggles
• Creative agency: Clemenger BBDO
• Media agency: Hearts & Science
• Illustrator: Georgia Perry

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