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
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.
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 Company: Exit Films
Managing Director/Executive Producer: Corey Esse
Executive Producer: Emma Lawrence
Producer: Jodi Matterson
Director: Benjamin Weinstein
DOP: Lachlan Milne
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
Marketing & Sales Director – Paul Mealor
Marketing Manager – Cathy Bertoncello
Senior Product Manager – Karl Morton
Product Manager – Lisamarie Pejovnik