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.

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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