Conclusion

The revitalisation of the Steggles brand was a great success. Unaided awareness (asking people to name a poultry brand, without providing them with any written or visual clues) of the brand increased, as did customer perception of the quality of Steggles products. Importantly, customers’ perceptions of how chickens are farmed in Australia were becoming more aligned with the reality.Visits to the Steggles website increased by 300 percent and focus groups held in February 2011 reiterated Steggles’ positioning as a quality Australian brand.

Corporate social responsibility targets have also been improved by the revitalisation of the Steggles brand – 2010 saw a growth of approximately 200 percent. The sponsorship of the Sydney Roosters has brought featured charities to wider public attention and received an extremely positive reaction. There is a strong commitment to charity and community within the business, with a genuine compassion and support for those in need.

Steggles continues to make inroads in the poultry market, with a Steggles Family Feast whole chicken now available in all leading supermarkets, further cementing Steggles’ position as a fresh poultry provider. Over 100 local chicken shops also now display Steggles as their poultry provider.

Finally, the development of the new Steggles brand values has had a ‘halo effect’ on the Baiada business culture. Employees are proud of the brand they work with and what it stands for, with the ‘new Steggles’ uniting all people within the business, regardless of the company they commenced their employment with.