Don Smallgoods, the brand behind the iconic ‘Is Don, is good’ campaign, is searching for a new advertising agency, B&T Today understands.
Several Melbourne-based agencies have met with the marketing team of the deli meat brand in order to discuss its requirements.
It’s believed that Don, which is owned by George Weston Foods, is in the process of forming a shortlist of agencies to pitch for the business.
George Patterson Y&R was the last agency of record for Don, with the two parties splitting in December 2007.
Naked Melbourne has worked on a brand strategy project for Don since March 2008, although this is understood to be drawing to a close.
Despite its well-known ‘Is Don, is good’ tagline, the Don brand has been almost dormant, in a marketing sense, in recent times.
According to Nielsen AIS, it spent a mere $100,000 in main media between May 2008 and April 2009.
This approach could be changing with the appointment of an ad agency, but Don remains adverse to any publicity of its marketing, with Sean Hallahan, marketing director of Don, refusing to comment on the review when contacted by B&T Today.
