BACKGROUND
Turkeys are ugly, but delicious and packed with natural protein. But protein-loving fitness fans didn’t know. When the world went into lockdown and people were stuck training and cooking at home, we saw an opportunity to reach them.
INSIGHT
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.
IDEA
We didn’t make ads, we made workout bangers. Then partnered with Spotify to reach protein fiends while they worked out at home. The songs were composed for the top fitness playlists and flowed seamlessly into ad breaks, using comedic lyrics to draw the listener in before extolling the virtues of our relatively unknown and unloved ugly bird.