Protein makes muscle. Muscle makes strength. It’s the newest workout “superfood”. And while people are looking for it in everything they eat, 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. With Spotify workout playlists, catchy (humorous) turkey-based workout songs on the top Spotify workout playlists. The timing of the campaign is ideal as playlists are surging while Aussies work to stay fit during COVID-19.

The campaign, Ugly, but good for you, is a collaboration between M&C Saatchi Australia, Hyland and Spotify, incorporating subtly (OK, sometimes subtly) branded songs into workout playlists, and it’s one of the first times Spotify has allowed long-form spots on their platform.

German techno:

Pop power:

Rock workout:

Hip Hop:

“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,” stated Cam Blackley, M&C Saatchi Australia chief creative officer.

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 Jason, 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.

“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,” commented, Yash Gandhi, head of marketing, Baiada Poultry.

The campaign launched Tuesday night and will reach a potential 1.3million protein fiends and is the next instalment of Steggles Turkey’s Ugly, but good for you campaign, which has won pencils at D&AD and AWARD.

Credits:

Agency: M&C Saatchi Australia

Chief Creative Officer: Cam Blackley

Executive Creative Directors: 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

Client: Steggles (Baiada)

Head of Marketing: Yash Gandhi

Senior Brand Manager: Shawn Stevens

Brand Manager: Saba Khan

Assistant Brand Manager: Rhiannon Purrer