Steggles is launching limited-edition packaging for its Family Roast this July, with proceeds supporting children’s charities through its Charity Chook initiative. The campaign will run nationally from 1 July to 31 July at Woolworths, with 30 cents from each pack sold going to Ronald McDonald House Charities and other Australian children’s organisations.
The packaging has been designed by M&C Saatchi and features original illustrations by Daniel Gray-Barnett, with packs supplied by Viscofan Globus. The design spotlights the stories of three families supported by RMHC, with artwork intended to reflect memories made around the dinner table.
Illustrator Daniel Gray-Barnett said, “As a parent, I was deeply moved by the stories of Savi, Henry and Haisley – each filled with resilience, love, and hope. It was an honour to help capture that warmth through my artwork.”
The Charity Chook packaging reimagines the Steggles Family Roast in a format the company says is designed to engage shoppers emotionally at shelf while supporting a social cause. Each illustrated pack features one of the three children: Savi, who underwent a liver transplant at six weeks old; Henry, born prematurely at 24 weeks; and Haisley, who lives with a rare chromosomal condition.
Barbara Ryan, CEO at Ronald McDonald House Charities, said, “Our partnership with Steggles brings these values to life, offering meaningful support during some of life’s toughest moments.”
The packaging forms part of the broader Charity Nest program, which Steggles said is on track to raise more than $15 million since its inception in 2010. According to the company, the initiative responds to shifting consumer behaviours, with more Australians looking for convenient ways to support charities through everyday purchases.
