Steggles Turkey hits up Spotify for fitness addicted Aussies in new campaign via M&C Saatchi
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
68 Comments
Love everything about this. Hats off to both client and the M&C crew.
But bloody good. Love it.
Fucking great.
This is pretty pretty pretty good. Love everything about it except the Artist. He seems to be trying a bit hard.
Nah- Love ya Jase!
Kick-ass creative and good to see a client willing to have fun.
so good.
Really great.
Delicious stuff!
Well done once again Yash. Very brave. And congratulations Cam and team, you have once again delivered. Now Yash, surely there must be a sub sub category you could brief out without upsetting Cam? Call me. Thanks.
Remember Wobble Gobbles? They were pretty much the Western bubble tea of the 90s. Had extra thick straws so you could suck down the sago balls n shit. Good stuff.
Where’s the great domain work gone?
First Lilydale and now this. I really wish I had done these.
Kudos to M&C and the client.
Want to play Mofo Turkey/Jase?
As his manager we agree to all your terms.
Fuckin love this Jase. -LC
Vvv fun. Killing is Jase & Mel
Yeah, this’ll sell turkey.
Or is it just award fodder?
These made me laugh
Do we care if they work?
Nah
Genius, Mel & Jase. Go you good things.
Like the bad songs I make up and sing to my pets.
No one wants to hear them
Fail. Waste of money.
Bangers
So great Jas & Mel!
So good!
Very good.
Pile of adwank.
And certainly won’t sell any Steggles.
This is dumb
@Yo are they?
yes
Awesome work Isobel. You may last on the credit roll, be when the creative/s stop congratulating themselves, maybe they’ll realise you and a few others contributed as well.
This is super dumb
Hey blogistas, I also have a beard, a muscle sleeve, wear $1000 sneakers, live in manly, drink piccolos and have my own internessle bizo (and sometimes happen to work in film and advertising!) I love it. It’s so fresh!!!
I think N.W.A said it best
Excellent as always M&C
‘Steggles’ to remotely understand what this is….hope you’ve got good brand awareness. Yikes.
and smile
Very Blackley.
Very good.
No one outside adland is gonna give this any attention
I feel sorry for deaf people who’ll never hear these.
This is so good, well done M&C Saatchi. Deserves beatification.
so edgy
You googled, job done.
Turkey of the year goes to…
Unreal stuff. Well bloody done.
Volvo. Boxy, but good.
Omo. Dirt is good.
Steggles. Ugly, but good for you.
Rinse. Repeat.
Look into my eyes, and forget…
Buncha legends. Woke up with the songs in my head. Worked already.
Now pass me a turkey leg.
MC has done a lot for birds this year. Emus, Chickens and turkey.
Clever.
An ad made for the ad industry with zero chance of connecting with the vast majority of grocery buyers and lifting sales.
As a consumer (who actually eats turkey), I have to say I found these ads really confusing, cringe-worthy… and actually a bit off-putting. Googled the ad to try to understand the “why” behind it, and ended up here. Must say I’m still confused…
I think this sort of work over-emphasizes novelty above hard-working brand building. Now, admittedly, I don’t know what the broader strategy might be but this on its own is unlikely to do much for the brand, I don’t think. This kind of work – like, say, Subservient Chicken, can boost a brand through novelty, virality and PR. However, apart from this not being as singularly brilliant as that sort of work, it does not have a well-enough-established brand and position to leverage. It’s the sizzle on a broader brand / strategy that I don’t think exists yet.
Advertising agencies have such shit reputations. So confusing, in the bin.
Yes. This isn’t advertising. It a huge waste of money and will not sell a single thing for the client.
Juvenile.
Not everything is to drive immediate sales. If that was its objective it would have had a price point on it.
Remember
“Nobody counts the number of ads you run; they just remember the impression you make.”
– Bill Bernbach
This certainly makes an impression and might just make people think twice, next time they are in the deli section. It’s not all about instant gratification as to if something is good or not.
And no, I don’t Work at M&C, but I can spot good work, when I see (or hear it).
Fun series of ads, not sure that reminding people that turkey (in its natural state) is ugly, but good for you, as a preference driver is one worth promoting. Nor a campaign ideas with legs, heheh. The packaged turkey or the mince looks like any other meat really. So it’s not really ugly, it’s pink and wrapped in plastic, and in whole form, it’s Christmas.
It’s proactive work. Not a real brief. No film shoot, hence radio.
It’s a bit of fun, an execution, made for the portfolio.
And it’s really rather shit. In two days, even the writer of the work will hate it.
It’s a hard game, isn’t it. Build awareness – fuck yeah, these will get attention. Funny and fresh. Effectiveness – well, you’re going to have to wait and see the results before you shit on it. As someone who has worked on campaigns absolutely crapped on on this blog, only to have the purest, whitest smoke blown up their arse a year later when it’s proven to have worked – wait and see chaps and chapelles. Honestly, nobody is a fucking expert in this industry, in fact the experts seem to be the most irrelevant of all of us. The very definition of originality means sticking your neck out and trying something (somewhat) new. Let’s wait and see. Creatively, they’re fun and on the money. Who knows, maybe people actually like being entertained.
That’s cool so long as the client agrees that you have no clue, are just going to try some shit to see what happens and go from there. Experimenting is great but someone is paying the bills, thinking you’re an expert.
For fucks sake celebrate this. It’s wildly creative. Hopefully there’s enough media put behind it for people to hear it and know it’s Steggles
Mate, i’m saving your comment for when the jumping sheep aren’t closing my eyelids. If you can’t understand these you’re just plain stooopid. They literally repeat the prop a hundred times throughout – ugly but good for you. Shutting this down is just stupid. No wonder people think we are all assholes. And our industry is bitter. These are fun. Cheap. Have an idea. A strat. And endorsed by the client. Celebrate them so we can make more of them. Sigh.
Wants it’s laser eyes back!
The process of making original work means you will encounter a huge degree of not knowing what you’re doing. I’ll assume you don’t work in a creative department or at a creative agency, but all the best say similar things. ‘Fail harder’, ‘When the world zigs, zag’.
I’ll also assume you’ve never heard a radio spot like real men of genius – which worked its butt off. The strategy works, the role of the creative is simply to get that strategy noticed.
The work aside, one thing M&C do really well is get behind their work on blogs. Checkout any press release where M&C are involved and have a look at the a)number and b)sorts of comments they flood the work with. Yes it’s astroturfing at its finest, but it’s kind of nice to see that sort of cult belief an agency can create
I bet this falls over due to lack of media budget. It should be on every radio station in the country.
Missed an opportunity not running this on TikTok.
Great concept, cool executions, but missed the mark on the channel plan.
Cringe worthy stuff.
“Ugly things are good for you” has been my pickup line since puberty.
Fun music though. Steggles or not, I’m definitely going to have me some turkey this week!
Quite a few non-M&C people defending this work on here. I for one am sick of the jerks who have a mentality that because they can’t do or recognise good work themselves, they need to snidely pick it apart. Those negative opinions are damaging to us and the kind of work we are allowed to produce in this country to the point where 8 years ago we were defending Dumb Ways To Die. Now we’re defending this.
Well, DWTD was actually fun and engaging. This had amateur techno that was a struggle to get through. It’s not the worst idea, but it is far from the best. Outside of Adland, this is will a massive flop, but within the Australian advertising industry, this has certainly raised awareness that Steggles did a campaign.