Devondale Unveils New “Graze Free” Positioning Via Saatchi & Saatchi Melbourne

Devondale Unveils New “Graze Free” Positioning Via Saatchi & Saatchi Melbourne

Saputo Dairy Australia and Saatchi & Saatchi Melbourne have recently released a new positioning and integrated campaign for Devondale.

The campaign effortlessly expresses Devondale’s belief that great dairy comes from cows that Graze Free, and it is this simple belief that has been dramatized across TV, digital, outdoor and in store since May this year.

On the brand evolution, Kara Cooley, head of marketing at Saputo Dairy Australia said: “Devondale is one of Australia’s most iconic and long-standing brands, our new campaign is an exciting step in our history of providing high quality dairy to all Australians”.

Mark Cochrane, Managing Director of Saatchi and Saatchi said: “We like the simplicity and altitude of the Graze Free idea, and are pleased to learn how well this first expression is being received by the audience.”

Campaign Credits:
Client: Devondale
Head of Marketing: Kara Cooley
Marketing Manager: Lakshika Graves
Marketing Manager: Justina Ong
Consumer Insights: Rebecca Davies
Communication Consultant: Sue Peden

Creative Agency: Saatchi & Saatchi Melbourne
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Executive Producer: Lucy Trengove
Producer: Zena Bartlett
Digital Producer: Nick Baum
Art Director: Santi Urso, Celeste Watson
Copywriter: Samantha Alexandre, Mac Wright
Head of Studio: Yancy Murillo
Digital Designer: Jarryd Hood
Client Services Director: Ella Ward
Account Director: Annie Calder
Senior Account Manager: Pip Rayner
Executive Strategy Director: Alex Speakman
Managing Director: Mark Cochrane

Media Agency: Spark Foundry
Managing Director: Peter Butler
Account Director: Sasha Nathan
Account Manager: Annabel Green

Production Company: Revolver
Director: Stephen Carroll
Managing Director: Michael Ritchie
Executive Producer: Pip Smart
Producer: Kat Latour
DOP: Shelley Farthing-Dawe

Post Production: ARC Edit
Editor: Jo Scott
Colourist: Edel Rafferty
Online: Eugene Richards
Senior Post Producer: Freya Maddock

Sound: Risk Sound
Risk Producer: Kate Gibson and Brodie Mattner
Sound Engineer: Dee Gjedsted

Music: Level Two Music
Composer: Justin Bernasconi
Owner: Karl Richter
Executive Assistant: Mel Jong

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Devondale Saatchi & Saatchi Melbourne

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