WORK » PROJECTS » Steggles | No Cages

Steggles | No Cages

Office: Sydney
Client: Steggles
Date: May 2011
Offering: Direct

The problem

Research showed that more than 60% of consumers believed that chickens grown for meat are kept in battery style cages.
This is not true. The objective was to correct this myth.

Consumer insight

Chickens grown for meat are kept in battery style cages. 

Brand insight

Chickens grown for meat are not kept in battery style cages. 

The powerful truth

The only time Steggles chickens are kept in a confined space is when they are in the egg.

The solution

An elegantly simple print execution depicting an egg onto which the following copy is hand written: “This is the only time a Steggles chicken is kept in a confined space, we have no cages, just big barns.” Beneath a hand drawn logo the tagline: ‘We’re Stegglers for Quality”.

It created considerable conversation and reconsideration.