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.

Creative credits:

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