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Steggles Turkey Hits Spotify for Fitness-Addicted Aussies

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From M&C Saatchi Australia, The ‘Ugly, but good for you’ songs span Spotify’s four most popular workout genres – Rock, Hip Hop, Techno and Pop

Steggles Turkey Hits Spotify for Fitness-Addicted Aussies

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.

Cam Blackley, chief creative officer, M&C Saatchi Australia, says: “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.

Yash Gandhi, head of marketing, Baiada Poultry, concludes: “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.

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Client: Steggles (Baiada)

Head of Marketing: Yash Gandhi

Snr. Brand Manager: Shawn Stevens

Brand Manager: Saba Khan

Asst. Brand Manager: Rhiannon Purrer


Agency: M&C Saatchi Australia

CCO: Cam Blackley

ECDs: Mandie van der Merwe and 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) and Jason Leigh

Media agency

Media agency: HYLAND

Group Business Director: Christina Qazi

Comms Executive: Isobel Beith

Genres: Comedy

Categories: Food, Meat & Fish

M&C Saatchi Australia Group, Thu, 27 Aug 2020 02:12:37 GMT