Campaign: Is Don is Still Good

Campaign: Is Don is Still Good
SHARE
THIS



Don Smallgoods, together with DDB Melbourne, has launched a new campaign for Australia’s beloved purveyor of cold cuts.

The new work puts a fresh take on the historic brand, while reinforcing its positioning as Australia’s most passionate provider of small goods.

The commercials see the Don’s voice appearing in the minds of shoppers, helping to ensure that they make the right decision. However, his typically blunt and overly honest style soon leads to unexpected consequences.

Don’t settle for less

Jig is up

Derek redux

DDB Melbourne chief creative officer Darren Spiller said: “The iconic Don character has been loved by all Australians for generations. We wanted to pay tribute to this heritage, but at the same time take it somewhere new.”

“People are bombarded with choice when shopping for smallgoods. Thankfully, the Don’s authentic voice of reason is always there to help guide them through their deli dilemma,” added Spiller.

The campaign, which officially launched on November 2, will also run in cinema and be supported by national point of sale.

Don KRC sales and marketing director Paul Mealor said: “The Don brand has always been about authentic flavours – and this hasn’t changed. One aim of this campaign is to remind Australians that our products come in pre-packsand are found in the chilled dairy case. The pre-packs are designed for today’s consumer; they save time without compromising on the authentic flavour.

The commercials were directed by Benji Weinstein of Exit Films, who previously worked with DDB Melbourne on the Cannes Lion-winning spot for Devondale Smoothies.

 

Credits:

Agency

Chief Creative Officer – Darren Spiller

Creative Director – Simon Bagnasco

Art Director – Mike Fritz

Copy Writer – Chris Hanrahan

Head of Onscreen – Simon Thomas

Executive Planning Director – Ian Forth

Group Business Director – Sarah Bailey

Business Director – Katie Kouts / Stephanie Luxmoore

Business Executive – Blair Panozza

Production

Production Company: Exit Films

Managing Director/Executive Producer: Corey Esse

Executive Producer: Emma Lawrence

Producer: Jodi Matterson

Director: Benjamin Weinstein

DOP: Lachlan Milne

Post

Editor: Jack Hutchings, The Butchery

Grade: Martin Greer, The Refinery

Online Edit: Eugene Richards, The Refinery

The Butchery/The Refinery Producer: Freya Maddock

Sound Design: Paul Le Couteur, Flagstaff Studios

Flagstaff Producer: Ceri Davies/Kate Gibson

Media

Vizeum Media

Client Team

Marketing & Sales Director – Paul Mealor

Marketing Manager – Cathy Bertoncello

Senior Product Manager – Karl Morton

Product Manager – Lisamarie Pejovnik

Please login with linkedin to comment

Latest News

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation
  • Marketing

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation

SAP Australia today launched its 2017 Australian Digital Experience Report, revealing that Australian businesses have significantly improved the digital experience they provide, closing the gap to what consumers expect. However, while performance has improved, consumers are still more likely to be unsatisfied with digital experiences than delighted by them.  The report, based on results from […]

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership
  • Campaigns

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership

Following a nation-wide qualitative and quantitative research study, independent creative agency The Sanford Partnership has produced a TVC for its client Nuttelex. The TVC has a nostalgic theme with a modern twist and highlights the brand’s healthy credentials. Nuttelex Food Products Pty Ltd started in a small factory in St Kilda in 1932. Now, the family […]

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign
  • Advertising
  • Campaigns

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign

Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch. The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’. Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission […]

The Red Republic Appoints New General Manager
  • Marketing

The Red Republic Appoints New General Manager

The Red Republic has strengthened its management team with the appointment of Mai Aristoteli (pictured above) as general manager. Aristoteli joins The Red Republic from Talk PR in London, where she has worked for nine years as a board director. The appointment of Aristoteli follows The Red Republic managing director Lynn Mooney’s relocation to head-up […]

PR Deadlines Inks Deal With GlobalCom PR Network
  • Marketing

PR Deadlines Inks Deal With GlobalCom PR Network

Sydney-based agency PR Deadlines has extended its global reach after inking a partnership agreement with the GlobalCom PR Network. The agreement gives PR Deadlines’ clients access to some 70 independent agencies covering all European Union states, as well as 60 more in countries worldwide. In turn, clients of affiliated agencies will have access to PR […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.