DDB Melbourne's award-winning work for Devondale is back – and this time the suits are getting dirty.
Following on from the Cat Lady, Mr Vanderhoof and Cheese Slice Rage, DDB's new campaign launches the dairy brand's first foray into fresh milk.
The work, called 'Takeover', makes a dig at 'corporate' competitors by following a hapless team of big business types as they attempt to operate a dairy.
With the tagline 'some businesses have no business making your milk', it promotes Devondale's position as being owned and operated by 2,500 dairy farming families.
Darren Spiller, ECD at DDB Melbourne, said: “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. Wouldn’t you prefer your milk to be made by the people who know how to do it best?”
Suzanne Douglas, general manager of innovations, marketing and special projects, added: “After years of operating in the long life sector, Devondale will now provide chilled full-cream and reduced-fat milk to Coles in New South Wales and Victoria. This is a major turning point in the life of the brand but it’s also a turning point for milk-lovers, who finally have a genuine, farmer-owned alternative to the major milk labels.”
DDB Melbourne has collected a host of awards for its work for Devondale over the past couple of years, including Ad Campaign of the Year in the AdNews Awards earlier this year.
Credits:
Client – Devondale
General manager, innovations, marketing and special projects – Suzanne Douglas
Agency – DDB Melbourne
ECD – Darren Spiller
Creative director – Simon Bagnasco
Production – Revolver / Will O'Rourke
Editor – Peter Sciberras, Method Studios
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