Steggles Chicken - Effective Ad #1

Advertiser: Steggles Eggs, M & C Saatchi, Sydney

Type of advertisement: Print promotion for Steggles Chicken

Purpose of the advertisement: The purpose of this advertisement is to reiterate and remind consumers of Steggles chicken meat that the chickens they consume 'get a fair go in the barn'.

Target market of the product: The target market of this product are consumers of chicken and specifically Steggles Chicken.

Target audience of the advertisement: The target audience of the ad is primarily consumers who are conscious and concerned about the quality of life the chickens they consume have.

The ad is based on a news poll that questioned consumers about whether they thought chickens who were raised for consumption as meat were kept in cages - 78% of respondents to the survey answered yes.  "For the past 12 months we have focused on spreading the message that no hormones or steroids are added to Australian meat chickens, and it’s time to set the record straight when it comes to the use of cages" (Moroney, 2011).

The advertisement features a single Steggles egg on a white background with the words “this is the only time a Steggles chicken is kept in confined space - we have no cages, just big barns” written on it.  This message very effectively illustrates the freedom a Steggles’ chicken has by using the image of a confined chicken developing inside an eggshell, to allow the audience to visually picture and recognise the freedom a Steggles chook has once born and raised.  The ad seems to be targeting the appropriate market for Steggles products as it is not only reaching their current consumers, but is also promoting the product as a high quality, animal friendly alternative to other caged eggs to an audience who may not be familiar with the values and quality of Steggles’ Chickens.    I believe one of the best features of this ad is the simple, clean and fresh appeal of the egg with the plain background as it doesn’t interfere or distract from the main message written on the egg.  The writing is small enough that it requires the audience to focus their attention on what is written in order to gauge their thoughts.  As a consumer of chicken meat, I find this ad very appealing, as it not only provides me with a clever presentation of information on the quality of the product I am purchasing, but also reiterates the reasons and motives for purchasing Steggles’ Chicken.