Steggles is targeting exercise fiends with some amped up workout tracks that communicate the high protein properties of turkey meat.
In partnership with Spotify, the four 60 second tracks will be served to listeners during the top workout playlists on the streaming service.
The tracks are each done in a different musical genre: techno, pop, rock and R&B, and will also be served during playlists of each respective genre.
This latest instalment of Steggles’ ‘Ugly, but good for you’ campaign comes from M&C Saatchi, with media agency Hyland – which was announced today would be joining Havas Media. The songs were created by M&C Saatchi’s creative team of Jason Leigh and Melissa Hawkett. Leigh wrote and performed them with his band ‘The Stiffys’ in collaborations with We Love Jam Studios.
Cam Blackley, M&C Saatchi’s chief creative officer, said: “These aren’t just ads, they’re tongue in cheek bangers you can work out to. They celebrate all these 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 campaign is expected to reach 1.3m consumers.
Baida Poultry’s head of marketing, Yash Gandhi, added: “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.”
In July, Baida and M&C Saatchi released a campaign for Steggles’ sister-brand Lilydale, tapping into the difference the dedication of farmers makes on its free-range chicken.
Client: Steggles (Baiada)
Yash Gandhi – Head of Marketing
Shawn Stevens – Snr. Brand Manager
Saba Khan – Brand Manager
Rhiannon Purrer – Asst. Brand Manager
M&C Saatchi Australia
CCO: Cam Blackley
ECDs: 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