Revitalising an Australian
household name
1 Introduction
It’s very likely that at some point in your life you’ll have
eaten a product created by Baiada Poultry. Established
by the Baiada family in the early 1940s, Baiada Poultry
is a privately-owned Australian company which provides
quality poultry products.
In July 2009 Baiada acquired Bartter Steggles. This
established Baiada’s position as market leader in poultry
production. Overnight Baiada’s staff count increased
to over 4,000 employees, along with an increase in the
number of farming and operational sites across the
country. It was inevitable that an acquisition of this
size would have a major impact on the total Australian
poultry industry.
Combining two of Australia’s major poultry producers
into one company was no easy feat. The merging of the
two companies resulted in Baiada near next to doubling
its operational facilities, consumer brands and product
range. A successful business has clear, identifiable goals, an easily-recognised
brand, and a defined product range, rather than one that contains products that
compete for market share. Baiada’s first step was to implement a rationalisation
program. This involved closing seven sites, withdrawing the beef, pork and lamb
products which Bartter Steggles had in previous years diversified into, and
removing product duplication. The underlying belief was to focus on the business
core competency – which is to produce the best of Australian poultry.
Ownership of the Steggles brand was an important part of the acquisition, with
the brand commanding 90 percent brand awareness, compared to Baiada’s nine
percent. The decision was made to phase out the Baiada brand and concentrate
on further strengthening the Steggles brand. This decision improved operational
efficiencies, which in turn increased cost efficiencies, whilst creating a renewed
focus within the business.
2 Revitalising the brand
Baiada’s aim was to define Steggles as a distinguishable industry leader.
This was achieved by designing and implementing a brand revitalisation
strategy encompassing four key drivers:
1. Research showed that consumers found minimal difference between
Steggles and its main competitor, both in terms of what the brand
stood for (the brand values) and the physical depiction of the brand,
including the logo, packaging, marketing and advertising techniques.
Some consumers even thought that the two brands were part of the
same company!
2. Over the previous five years Steggles, like other major poultry brands,
were losing shelf space and market presence to private label and new
poultry brands. The poultry offering in Australia provides consumers with
good value; however consumers buy for many different reasons, of which
price is only one factor. Consumers’ overall opinion of the brand, which
translates directly into how likely they are to buy the product, is called
the ‘value perception’. The value perception of the new poultry brands
entering the market was gaining ground.
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• Perception of the Steggles brand versus competitor brands. As discussed 3 Developing a creative campaign
previously, the current branding caused confusion among consumers,
The next step was to create a strong and distinguishable brand identity.
leading to a lack of clear brand identity
Brand identity is the outward expression of a brand, including its name,
• Short and long-term objectives for the brand, including regaining shelf communications, and visual appearance. It should reflect how a business
presence, growing the number and profit margin of products sold, and wants the consumer to perceive the brand, i.e. embody the brand values.
brand loyalty
The recognition and perception of a brand is highly influenced by its
• Gaps in the market. No major Australian poultry producer’s brand had visual presentation – the overall look of its communications. Effective
strong representation in the fresh chicken category. Steggles had brand identity is achieved by the consistent use of particular visual
an extensive range in the value-add segment of the market (chicken elements to create distinction, such as specific fonts, colours, and
nuggets, chicken fingers etc.), however fresh products drive a stronger pictures. At the core of every brand identity is the logo.
quality message and with a limited range in this area Steggles were
The designer’s brief was very clear: the logo should stand for quality,
well aware that this needed to be their next step forward
be identifiably Australian, and ensure that the name ‘Steggles’ was
• The existing Baiada business values. Family and community had always distinguishable. The result was a design that incorporated a blue ribbon,
been an important part of the Baiada business and it was important the traditional prize given for first place – representative of both quality
that this extended to the Steggles brand, especially as Baiada branded and Australian. The picture of a chicken on the ribbon, which is placed on
products were being phased out and removed from shelves. the top of a barn, communicates leadership and enables the consumer to
The evaluation process led to the Steggles brand positioning being created immediately make the link between Steggles and its core product, whilst
based on three key values: Quality, Australian & Family. the colour and shape were vastly different from the major competitor’s
The brand revitalisation plan was now ready to enter the next phase. logo. Most importantly the Steggles script was maintained, with slight
modifications to make the look more modern. The strength in the Steggles
logo exists within the script, which has attributed to the growing recognition
of the Steggles brand over the years. As a result the major changes that
were made, outside of the script, were made with calculated risk.
“No added hormones, The old logo
no ifs, no buts.”
Chicken feed isn’t The new logo
3. Business sustainability is critical to a company’s success. An acquisition
is a considerable change to a business and it was important for Baiada to
chicken feed.
continually prove to financial lenders and shareholders that the business
would continue to succeed and grow. Capitalising on Steggles’ brand
equity was an important way to ensure this growth.
4. Merging two companies is no easy task. Different businesses have There’s been a lot of loose talk recently about of mixed grains including wheat, barley and
added hormones in chicken and beef. We don’t sorghum. It’s easy to see why Steggles chickens
different cultures and ways of working, and the inevitable changes and like it. Here at Steggles, we want to make one
thing clear: Our chickens contain no added
have been trusted and enjoyed in Australia for
almost 100 years. Steggles chickens.
rationalisation that follow can cause uncertainty and a drop in morale. hormones. They’re fed a healthy, balanced diet No ifs. No buts. No added hormones.
A successful brand relaunch is one way in which a business can ensure
everyone is working towards a common goal.
To successfully relaunch the Steggles brand, Baiada reviewed and BAP 0091-1 340x240 RW.indd 2 7/02/11 6:07 PM
identified the brand positioning and brand values.
Brand positioning reflects the place a brand occupies in the marketplace
and should identify and communicate to customers why the brand is
Steggles chickens are truly tender chickens. Not sorghum. Their diet is uncompromisingly healthy.
unique, how it differs from its competitors, and its value to the customer. surprising, when you consider we have our very own
nutritionist to ensure they are fed a balanced diet of
And for the most part, locally grown.
Because we’re convinced that the better our
Brand values help build a connection with the consumer. mixed grains including all natural wheat, barley and chickens eat, the better your family eat.
Baiada identified the Steggles brand positioning and brand values through a
We’re Stegglers for quality
series of workshops that evaluated the following areas:
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The next stage of the revitalisation was to communicate the brand values
to the customer through a marketing communications strategy. Baiada
invited bids for tender for the creative, eventually awarding the business
4 Corporate social responsibility as part of the brand
Corporate social responsibility (CSR) is a form of corporate self-
with established guidelines, driving an increase in salary sacrificing from
employees and increasing awareness of supported charities within the
workplace. In the last 18 months, staff contributions have increased by 16
GLOSSARY
regulation integrated into a company’s business model. The goal of CSR is Bid for tender A system in and the like and/or to a wider
to M & C Saatchi. The campaign showed how quality is an integral part percent, with Baiada matching contributions dollar for dollar. Money raised
to take responsibility for the company’s actions and encourage a positive which several companies offer to cause or issue such as the
of every process in the business and introduced the line ‘We’re Stegglers within the business stays locally, creating a sense of ownership within each
impact through its activities on the environment, consumers, employees, do a job without knowing what environment. Often referred to
for quality’ – with ‘Stegglers’ being a play on the word ‘stickler’. The new business site, rather than employees relying on directives from head office
communities and other stakeholders. This is not only the right thing to do, offers have been made by other as corporate citizenship.
communications strategy incorporated the following elements, which were on what should be done with the money they have donated.
but makes good business sense, with people more likely to buy from, invest companies.
implemented between January 2010 and December 2010: Baiada have worked to develop closer relationships with benefiting Halo effect The transfer of
in, or work for, companies that act responsibly and ethically. Brand The trading name of a goodwill or positive feelings
• New product packaging charities. This allows the business to understand how funds were being
Baiada had always been very active in the community; however, the product that has a high level about one characteristic of a
• The rebranding of 100 Steggles trucks used, improving visibility to employees as to where their funds were
limited public awareness of the Baiada brand meant that the community of recognition in the market product, person or situation
going, and, most importantly, the benefits to the children and families
• Television and print advertising campaign at large was not really aware of this fact. The acquisition of the far more place. Successful development to another, possibly unrelated,
experiencing difficult times. Being able to directly see the results of
• New website well-known Steggles brand meant that Baiada were able to leverage brand of the brand and ‘brand mark’ characteristic.
donations has created a sense of pride amongst staff.
recognition with community support; i.e. develop a CSR strategy that not (identifying symbols and design) Logo An image which represents
• 12 month public relations program is a considerable marketing tool.
only enhanced public perception of the brand, but also increased charitable a brand or product.
• Sponsorship of the Sydney Roosters, including an innovative and community support and donations. 5 Conclusion Brand awareness The profile
charity focus. Marketing The range of
Once again, it was essential that the business defined clear objectives. The revitalisation of the Steggles brand was a great success. Unaided that a particular product has activities that relate to
The TV campaign was set on Steggles chicken farms. This integration of These included: awareness (asking people to name a poultry brand, without providing them with consumers in the market. identifying, anticipating and
the essence of Steggles’ business was essential as: with any written or visual clues) of the brand increased, as did customer Advertising can enhance brand satisfying customer needs
• A renewed commitment to the long-standing focus on children’s charities
• The farms showed the brand’s commitment to Australian farming perception of the quality of Steggles products. Importantly, customers’ awareness. (profitably) by means of standard
• An understanding that helping children and families in need was the main

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• Baiada recognised that farming was the sole reason for their existence perceptions of how chickens are farmed in Australia were becoming more Brand equity The marketing tools such as market research
reason for charitable support, with brand recognition a welcome, but a
– an important message for consumers and beneficial for the entire aligned with the reality (for more information on this, see the effect or outcome that a brand and promotion.
less important, by-product
poultry industry www.afrbiz.com.au website).Visits to the Steggles website increased by name product gets compared Profit margin The difference
• Defined parameters for charity and community support, including clear 300 percent and focus groups held in February 2011 reiterated Steggles’ to the same product without a
• Showing chicken farming helped to address the misconceptions that between the cost of a product
visibility for employees as to where contributions were being directed, positioning as a quality Australian brand. brand name.
exist around the poultry industry and the price at which it is sold.
and a focus on causes local to Baiada business sites
Corporate social responsibility targets have also been improved by the Brand positioning Strategies Public relations Activities,
• The visual images of Steggles farms and chickens produced a highly • The appointment of ‘Charity Champions’ at the nine major business sites, employed by a brand to occupy
revitalisation of the Steggles brand – 2010 saw a growth of approximately extending beyond advertising,
emotive response with consumers. with the responsibility of building staff involvement and awareness a specific, clearly defined niche
200 percent. The sponsorship of the Sydney Roosters has brought featured that communicate an image or
The campaign differed from traditional communications in that rather than • The identification of new and innovative ways to build financial in the competitive environment. value of a business or product
advertising specific products, it focused on promoting the Steggles brand, contribution and awareness of supported charities within the business Positioning addresses every to a range of stakeholders such
the category (fresh chicken) and educating the consumer about the poultry element of the marketing as employees, the broader
• To be more than just a financial contributor by helping charities in mix – e.g. messaging, market
industry (clearing up misconceptions about sustainability, environmental community, media, investors and
non-financial ways, e.g. assisting with ideas for fundraising, building segmentation, brand imagery
practice and animal welfare). Incorporating the farms as the backdrop government.
awareness, leveraging business contacts etc. – to manage perceptions in the
for the TV campaign provided customers with a direct insight into poultry
target market. Rationalisation The
farming practices and the people who work in the industry.
reorganising of production (often
The ‘We’re Stegglers for quality’ campaign further enhanced Steggles Brand values The key aspects, after a merger) so as to cut
leadership role in the poultry industry. This in turn increased demand, and message, or factors specific out waste and duplication and
strengthened relationships with business customers (e.g. chicken shops, to the brand. A brand value generally to reduce costs.
butchers) as there was an opportunity for these customers to leverage the can create an immediate and
identifiable association in the Salary sacrificing When you
‘quality’ message within their own businesses. ask your employer to utilise a
mind of a consumer.
part of your before-tax salary for
Creative An advertising term you. This might be put towards
CLIENT: Steggles JOB NUMBER: BAP 0057 KEY NUMBER: BAP 0057-1 CAPTION: No if’s no buts PRODUCTION: Trent
The major development in Baiada’s community work was the establishment used to describe the visual
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your super account or given as a

No added hormones,
no ifs, no buts.
Steggles chickens are naturally tender chickens.
We would never add hormones or steroids (and for
that matter neither would any other Australian
poultry producer). On the contrary, our nutritionists
of the Steggles Roosters Charity Nest after Steggles became the major elements in a campaign, e.g. charitable donation.
sponsor for the Sydney Roosters in 2010. Steggles contributed $1000 for print and television commercials,
taglines and logos. Sustainability The ability of a
every point by which the Roosters beat their opponents, with the Roosters
business/producer to operate
themselves contributing $250 for each point. Corporate social successfully over a long period
Creating a charitable focus outside the business responsibility (CSR) The of time. This ability is dependent
obligations or responsibility an on the business not exhausting
The association with the Roosters ensured the Steggles Charity Nest, organisation has to a specified the resources (people, natural,
and its benefiting causes, was widely discussed in both sporting and group such as physical) used to conduct its
mainstream media. The players visited children’s charities, including the charities to wider public attention and received an extremely positive the local community, employees operation.
Children’s Cancer Institute Australia and Brisbane Children’s Hospital, reaction. There is a strong commitment to charity and community within
along with the half time segment at the Roosters games being made the business, with a genuine compassion and support for those in need.
available to the charities to help build awareness. In addition to this,
Steggles continues to make inroads in the poultry market, with a Steggles
Baiada were provided with corporate rooms on three occasions during
Family Feast whole chicken now available in all leading supermarkets,
the year – these were used once by a charity for fundraising, and twice
further cementing Steggles’ position as a fresh poultry provider. Over 100 Questions & Extension Activities for
by Baiada for customer charity events where the company raised money
through silent auctions and raffles.
local chicken shops also now display Steggles as their poultry provider. Baiada are on
Creating awareness internally
Finally, the development of the new Steggles brand values has had a ‘halo www.afrbiz.com.au & www.bizcs.co.nz
effect’ on the Baiada business culture. Employees are proud of the brand
of mixed grains, including wheat, barley and
sorghum. All uncompromisingly healthy, and for
the most part, locally grown.
Because we’re convinced that the better our

they work with and what it stands for, with the ‘new Steggles’ uniting all
The Charity Champions appointed at each site were invaluable in creating
You will also find links to the
ensure Steggles chickens are fed a balanced diet chickens eat, the better your family eat.

an improved focus on the Charity Nest within the business. They became people within the business, regardless of the company they commenced
BAP 0057-1 340x240 RW.indd 1 10/06/10 11:31 AM
responsible for reviewing requests for sponsorship and donations in line their employment with. Baiada website

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