Steggles has launched the latest iteration of its Steggles Turkey’s ‘Ugly. but good for you’ campaign via M&C Saatchi, Sydney.
Gym junkies and park flab busters alike are desperate for protein wherever they can get it. But not enough people know that turkey, the world’s least Instagrammable superfood, is some of the best lean natural protein around.
So, Steggles Turkey is reaching out to them at the moment they’re most interested in getting results, through catchy turkey-based workout songs on the top Spotify workout playlists. Playlists that are getting an absolute pumping as Aussies work to stay fit during COVID-19.
The ‘Ugly, but good for you’ campaign is a collaboration between M&C Saatchi Australia, HYLAND and Spotify, incorporating subtly branded songs into workout playlists, and it’s one of the first times Spotify has allowed long form spots on their platform.
Says Cam Blackley, chief creative officer, M&C Saatchi Australia: “These aren’t just ads, they’re tongue in cheek bangers you can work out to. They celebrate all the things that are ugly but good for us — none more so than our aesthetically challenged turkey bird, which happens to be the ultimate post workout protein hit.”
The ‘Ugly, but good for you’ songs span Spotify’s four most popular workout genres – Rock, Hip Hop, Techno and Pop. The songs are the brainchild of M&C Saatchi creative team Jason Leigh and Melissa Hawkett. They were written and performed by Leigh, also known for his Melbourne based rock and roll band ‘The Stiffys’, in collaboration with We Love Jam Studios, with custom album art for each genre.
Says Yash Gandhi, head of marketing, Baiada Poultry: “With more people doing home workouts than ever before, it’s the opportune moment to remind health and fitness buffs that Steggles Turkey is the ultimate lean protein meal. What better way to cut through than with these catchy, irreverent songs, airing on the home of workout playlists – Spotify.”
The campaign launched Tuesday night and will reach a potential 1.3million protein fiends.
The first Steggles Turkey’s ‘Ugly, but good for you’ campaign won pencils at both D&AD and AWARD Awards.
Client: Steggles (Baiada)
Yash Gandhi – Head of Marketing
Shawn Stevens – Snr. Brand Manager
Saba Khan – Brand Manager
Rhiannon Purrer – Asst. Brand Manager
Agency: M&C Saatchi Australia
CCO: Cam Blackley
ECDs: Mandie van der Merwe, Avish Gordhan
Art Director: Melissa Hawkett
Copywriter: Jason Leigh
Producer: Sarah Cowen
Group Head: Vanessa Boueyres
Senior Account Director: Laura Jones
Account Manager: Sarah Dillon
Music composition: Hylton Mowday (We Love Jam Studios), Jason Leigh
Media agency: HYLAND
Group Business Director: Christina Qazi
Comms Executive: Isobel Beith