It’s a saying known by generations—‘Is Don. Is Good.’ Now the iconic DON character has returned to TV screens with food journalist, cookbook author, TV and radio presenter Matt Preston delivering the iconic line to a new generation as the DON craftsman, thanks to creative agency The Royals.
The new campaign, featuring the charismatic Preston, is based on the insight that DON cuts through today’s artisanal, foraged and deconstructed foodie culture with four simple words—‘Is Don. Is Good.’
And who better to deliver that message than Matt Preston. It’s the ultimate irony. A celebrated food writer, famous for his flair and love of words, Preston steps into the straight shooting, plain talking role of the DON craftsman focused on what really matters—deep flavour.
“Since 1947, the DON name has been synonymous with ham, bacon and Smallgoods Australia wide. This recognition stems from our passion and dedication to the quality of the Smallgoods we produce. Matt Preston and The Royals have shared this passion and translated it into a distinctive and memorable creative platform; one, like DON, that will stand the test of time, said head of marketing and innovation at DON Smallgoods, Sophie Fetterplace.
The TV, online, OOH and social campaign features the aproned Preston making Pasta Pomodoro ‘Preston style’ and snacking on an irresistible, midnight toastie stacked with DON Double Smoked Ham.
“The DON craftsman is such an iconic Australian character and I was honoured to take on the role. I love the idea that someone known for using so many words should be asked to take on the mantle of one of the most plain-speaking Australian characters in Australian advertising history. Or as he would rather more sparingly just say, ‘Is Don. Is Good’,” commented Preston.
DON is one of the country’s largest Smallgoods manufacturers and has been producing deep flavoured hams, bacon, salami, franks and continentals for generations.
“This DON campaign represents what’s possible when great clients, production partners and creativity combine with craft and purpose,” concluded founder and managing partner at The Royals, Steve O’Farrell.
“Together we’ve transported a cultural icon into the modern age, and The Royals couldn’t be more proud. Enough said!”
Credits:
Client:
DON Smallgoods
Creative Agency:
The Royals
Production: Rabbit
Director: Lachlan Dickie
Photographer: Chris Budgeon
Post House: Puffin
Music/Sound: Rumble
Media: PMG
