Revitalising an Australian household name

Baiada Poultry is Australia’s market leader in fresh chicken and poultry products. This Case Study discusses the revitalisation of the Steggles brand, examining the various steps in the process and the development of a Corporate Social Responsibility (CSR) strategy as part of the brand relaunch.

• Discuss the importance of brand positioning and brand values and how Baiada utilised these in their marketing campaign
• Identify the stages of effective brand development  
• Explain how Baiada embedded and promoted their corporate social responsibility strategy within the brand.

Introduction

It’s very likely that at some point in your life you’ll have eaten a product created by Baiada Poultry.

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.

Developing a creative campaign

The next step was to create a strong and distinguishable brand identity. Brand identity is the outward expression of a brand, including its name, communications, and visual appearance.

Corporate social responsibility as part of the brand

Corporate social responsibility (CSR) is a form of corporate self regulation integrated into a company’s business model.

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. 

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