Bronze Spike Campaign
Product / ServiceTURKEY
CategoryA01. Fast Moving Consumer Goods
3 of 3 Campaign
Idea Creation M&C SAATCHI Sydney, AUSTRALIA
Media Placement HYLAND Sydney, AUSTRALIA
Production WE LOVE JAM Sydney, AUSTRALIA


Name Company Position
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
Sarah Cowen M&C Saatchi Senior Producer
Vanessa Boueyres M&C Saatchi Group Head
Laura Jones M&C Saatchi Senior Account Director
Sarah Dillon M&C Saatchi Account Manager
Hylton Mowday We Love James Studios Composer
Jason Leigh We Love James Studios Voice artist
Christina Qazi Hyland Media Group Business Director
Isobel Beith Hyland Media Comms Executive
Yash Gandhi Baiada Head of Marketing
Shawn Stevens Baiada Senior Brand Manager
Saba Khan Baiada Brand Manager
Rhiannon Purrer Baiada Assistant Brand Manager

Write a short summary of what happens in the radio or audio execution or campaign.

Turkeys are ugly but good for you, because they’re packed with natural protein. And no one understands the benefits of ugly things better than fitness fanatics — slippery spin class seats, spandex pants, dripping gym windows...yuck. But good for you. So Steggles created workout bangers to remind protein fiends that ugly things are good for you, then partnered with Spotify to reach them mid-work out. The music was written to fit seamlessly into the top fitness playlists and flow on into the ad breaks, using comedic lyrics to draw the listener in before extolling the virtues of our relatively unknown and unloved ugly bird. They worked out to rock music about bulging veins, raps about sweaty spin classes, pop music about surviving heartbreak and techno about growing up and having kids. We didn’t interrupt their workout. They kept getting fit while we revealed the ultimate protein hit.

Translation. Provide a full English translation of any audio.

Bouncin’ butts! Slippery seats! Riding up! Your steamy crease - ohh! Burnin’ legs! Mincemeat feet!    Instructor says...step up the beat, get ugly! So - pedal, pedal, pedal, pedal, pedal! Ugly is good for you.  Now - gobble, gobble, gobble, gobble, gobble! Steggles Turkey’s superfood…  Loose caboose! Put to use! Spandex suit! Glistening glutes - ohh! Bearded beak! Best meat to eat. Lean protein! Tastes so sweet - get ugly.  So - gobble, gobble, gobble, gobble, gobble! Steggles Turkey’s superfood…  Now - gobble, gobble, gobble, gobble, gobble!

Cultural / Context information for the jury

During the height of the Covid19 epidemic, most of Australia went into lockdown. Gyms, yoga studios and public exercise facilities were closed down and fitness fanatics were forced to find a way to stay fit at home. Spotify saw their listeners’ interest in health and fitness playlists skyrocket, so Steggles made the most of it.

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