The Charity Nest program.
Steggles has launched its 2026 Charity Chook campaign, with 30 cents from every Steggles Charity Chook purchased throughout July donated to Australian children's charities in a campaign via Clemenger BBDO.
Developed by Clemenger BBDO, this year's campaign introduces a 'Care Package' creative platform built around a simple belief: sometimes doing good is as simple as putting a roast on the table.
Baiada Poultry chief marketing officer Yash Gandhi said this heartfelt campaign truly drives a meaningful difference.
"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," Gandhi 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."
The campaign is supported by a national media strategy and implementation led by Hearts & Science.
As part of the Steggles Charity Nest program, which has raised more than $15 million for Australian children's charities since 2010, this year's campaign introduces a new packaging design inspired by the words of hope and resilience of children and families supported by Steggles' charity partners.
The integrated campaign spans out-of-home, retail proximity media, in-store, social, digital and radio, alongside a range of community activities delivered with Steggles' charity partners.
"It's such a privilege to contribute to the brilliant Charity Chook program with the Steggles team,” said Clemenger BBDO creative officer, Matt Chandler.
“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."
Through the Steggles Charity Nest program, Steggles supports Ronald McDonald House Australia, Children's Hospital Foundation Queensland, Perth Children's Hospital Foundation, Children's Cancer Institute, Lifestart, Autism SA, Little Wings, Riding for the Disabled Association and Griffith Autism Support Group.
“The media campaign has been designed to amplify the new Charity Chook packaging and showcase the tangible impact behind every purchase,” said Hearts & Science general manager, sydney, Blake Power.
“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
