Big corporations lording it over Australian food producers – not very popular.
DDB uses current affairs as the background for a campaign to launch Devondale’s first go at the fresh milk market. The campaign builds on the background good feeling evoked by its poetic, back to nature commercial created in August last year, that focussed on the 2,500 dairy farmers who make up the company.
“Devondale is a farmer-owned business. Profits go to farmers and local communities are supported. Understandably, people are shocked to know that a large portion of the milk they drink is owned by big corporations that don’t share these same values. With this TVC, we wanted to shed some light on the subject. Devondale is owned and operated by 2500 dairy farming families. Wouldn’t you prefer your milk to be made by the people who know how to do it best?” [DDB Melbourne executive creative director, Darren Spiller]
The new campaign takes a dig at the co-op’s corporate competitors, imagining their (less than able) efforts to operate a dairy farm.
The television campaign consists of a 60 and a 30 second commercail plus 4 x 15 second cut-downs.
Agency: DDB Melbourne
Executive creative Ddirector: Darren Spiller
Creative director: Simon Bagnasco –
Art director: Jordy Molloy
Copywriter: Toby Kennedy
Head of Broadcast: Simon Thomas
Production company: Revolver/ Will O’Rourke
Executive producer/managing director: Michael Ritchie
Executive producer/producer: Pip Smart
Director: Steve Rogers
Cinematographer: Ryley Brown
Post production: Method Studios
Music supervision: Level Two Music
Sound mix: Gusto Music