Australia was in a fickle place. Hours of scrolling through face hacked content was making us feel uglier every day. As the nation’s top seller of turkey, the world’s ugliest superfood, Steggles set out to remind Aussies that greatness comes from inside (and that turkey makes your insides great).

The campaign of catchy songs reframed ugly as a superpower. Because it’s rarely the pretty people who push humanity forward — it’s the awkward teens, IT nerds and aesthetically challenged leaders who had to find another way to become interesting. Ugly was their fuel. Ugly made them super.

Our insightful songs appealed to Aussies in a way no other meat producer could. They educated both parents and teens on the lean protein benefits of our ugly bird while giving them something to talk about at the Christmas table and beyond, in the only medium fit for such an ugly bird.