BACKGROUND
Australians eat turkey once a year at best. It’s viewed as an American novelty chicken and a Christmas Day delicacy. It’s not considered as a regular meal choice, and is not recognised as the superfood it actually is.
BRIEF
Steggles, an Australian poultry producer, wanted Aussies to know that turkeys are a superfood full of lean protein and vitamins.
INSIGHT
Turkey needed an identity in Australia that would allow it to compete with the patriotism attributed to lamb, the masculinity of beef and the wellbeing associated with fish.
The problem was, when Aussies thought of superfood, this ugly bird didn’t come to mind. Dangly necks, floppy snoods...yuck.
No other meat can own ugly like a turkey.
IDEA
We decided their ugliness was a blessing. Because ugly things are often the best for us. Jogging, sex, tax receipts? Ugly, but good for you. This campaign built a unique identity for turkey in the only medium fit for such an ugly bird – radio.
AWARDS
2019 - D&AD Next Copywriter - Winner
2019 - New York Festivals - Radio - Finalist
2019 - Clio - Radio - Shortlist
