Turkeys are ugly, but GOOD FOR YOU.
The problem was protein-loving fitness fans didn’t know enough about the meat. With people forced to train and cook at home in 2020, Steggles saw an opportunity to educate them about the high levels of lean (and delicious) protein. We worked with Spotify to release workout hits and reach fitness fans while they were exercising.
The music was composed to fit seamlessly into the top fitness playlists and flow into the ad breaks. Comedic lyrics drew the listener in with songs about the virtues of our ugly bird. Ultimately, we reminded people that ugly things are good for them… especially our ugly, protein-rich bird.
Spotify now uses this campaign as a ‘global best practise’ case study. It’s one of the first times Spotify they’d allowed long form ads (they’d recently said no to Nike).
I wrote and sang all the songs and We Love Jam brought them to life. they EVEN let me play some instruments. Melissa Hawkett made the artwork.
The 'Ugly, but good for you' campaign is a collaboration between M&C Saatchi Australia and Spotify, incorporating subtly branded songs into workout playlists.
The 'Ugly, but good for you' campaign is a collaboration between M&C Saatchi Australia and Spotify, incorporating subtly branded songs into workout playlists.