|Title||SWEET PROTEIN TREAT|
|Brand||BAIADA - STEGGLES|
|Product / Service||TURKEY|
|Entrant||M&C SAATCHI Sydney, AUSTRALIA|
|Idea Creation||M&C SAATCHI Sydney, AUSTRALIA|
|Production||RUMBLE STUDIOS Sydney, AUSTRALIA|
|Cam Blackley||M&C Saatchi||Chief Creative Officer|
|Mandie van der Merwe||M&C Saatchi||Executive Creative Director|
|Avish Gordhan||M&C Saatchi||Executive Creative Director|
|Melissa Hawkett||M&C Saatchi||Art Director|
|Jason Leigh||M&C Saatchi||Copywriter|
|Nancy Kellendonk||M&C Saatchi||Producer|
|Lauren Trace||M&C Saatchi||Group Account Director|
|Catherine Mellon||M&C Saatchi||Planning Director|
|Yash Gandhi||Baiada||Head of Marketing|
Turkeys aren’t pretty to look at, but they’re delicious to eat and really good for you. They’re a superfood, rich in lean protein and vitamins. But Australians weren’t hearing it. We invited someone who knows lots about turkeys (an American) to talk about other things that are good for you, but aren’t necessarily attractive. Because ugly things are often the best for us. Jogging, sex, tax receipts? Ugly, but good for you. And no other meat can own ugly like a turkey. Dangly necks, floppy snoods...yuck. In an ode to things that are ugly but good for you, we wrangled loosely related and highly evocative Australian memories that let the listener build their own story. A weird theatre of the mind where our unattractive bird could be nestled and loved. And eaten.
Australians don’t eat much turkey. Once a year at best. They view turkey as a novelty American Christmas chicken that takes ages to cook. In fact, when Australians searched for 'turkey recipes' online they'd be more likely to see sites about the country than the food. We used a distinctly American voice to turn this ugly bird from an underdog into a hero, using a weird combination of quintessentially Aussie concepts to reframe turkey from an unwieldy roast into everyday foods Aussies love - healthy burger patties, sandwich meat and lean mince meals. ‘Back flap hats’ are an iconic school uniform item, with excellent sun protection but zero style. ‘Snog’ is a gross sounding word for kissing. ‘Boys’ weekends’ are code for ‘debaucherous male bonding sessions’.
Sunscreen, squinting, back flap hats. Blinking, sniffing, drunken chats. Ugly, but good for you. Chewing, thrusting, discotheques, Robes, rinsing, prostate checks. Ugly, but...good for you. Plucking, carving, pounding meat. Juicy, sweet, protein treat. Turkey. Ugly, but good for you. Steggles turkey. Ugly, but superfood.