The world is a fickle place. Hours of scrolling through curated and face hacked content is making Millenials and Gen Z 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.