M&C Saatchi’s turkey meat campaign wins Gold and Silver Siren Awards
M&C Saatchi’s ‘Ugly, but good for you’ campaign has taken out Commercial Radio Australia’s (CRA) Gold Siren Award for the best radio campaign of 2021.
Created for Lilydale/Steggles, the campaign consisted of four 60-second workout tracks in the style of rock, hip-hop, techno and pop, using catchy beats and humorous lyricism to convince listeners to eat turkey as a source of lean protein.
The campaign’s ‘German Jog Techno’ advertisement, produced by We Love Jam Studios’ sound engineer Hylton Mowday, also won Silver Siren Awards for Best Single Radio Ad and Excellence In Craft.
CRA’s chief executive officer Joan Warner commended the campaign for stretching the limits of creative boundaries.
Melissa Hawkett and Jason Leigh of M&C Saatchi
“We congratulate the winners and their client Steggles for an inventive campaign that shows how creativity in audio can capture attention and compel you to keep listening,” Warner said.
Other winners from the 17th annual Siren Awards included Sydney agency BMF, which received the Client Award for its ALDI Great Fresh Food Migration campaign for ALDI Australia. The campaign was created by Roy Leibowitz and Chris Wilson.
Winners were selected by the Siren Creative Council, comprised of a panel of radio industry and advertising agency experts.
Last night’s awards ceremony was hosted by Sydney’s Triple M Breakfast presenter Lawrence Mooney, who took on last-minute MC duties after 2DayFM Breakfast’s Dave ‘Hughsey’ Hughes was unable to attend.