Devondale rivals presented as fools in suits in new fresh milk push

Devondale takes aim at its corporate competitors as it makes its first foray into the fresh milk sector, with its latest campaign depicting its rivals as fools in suits.

The campaign ‘Takeover’, created by DDB Melbourne,  highlights Devondale as a farmer-owned business through a portrayal of how ‘corporate’ types operate a dairy. The ads show men in suits struggle to herd cattlewith a mercedes and then milk them. It ends with the tagline “Some businesses have no business making your milk”.

DDB Melbourne ECD Darren Spiller 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. Devondale is owned and operated by 2500 dairy farming families.”

The campaign marks the brand entering the fresh milk sector after largely operating in the long-life milk sector for a number of years.

Credits:

  • Suzanne Douglas – General Manager, Innovations, Marketing & Special Projects
  • Pam Burnett – Head of Retail Marketing
  • Rebecca Lowth – Marketing Manager
  • Darren Spiller – Executive Creative Director
  • Simon Bagnasco – Creative Director
  • Jordy Molloy – Art Director
  • Toby Kennedy – Copywriter
  • Simon Thomas – Head of Broadcast
  • Naomi Gorringe – Group Business Director
  • Julia Sheehan – Business Director
  • Hannah O’Brien – Business Executive
  • PRODUCTION
  • Production Company: Revolver/ Will O’Rourke
  • EP/Managing Director: Michael Ritchie
  • Executive Producer/Producer: Pip Smart
  • Director: Steve Rogers
  • Cinematographer: Ryley Brown
  • Editor: Peter Sciberras, Method Studios
  • Grade: Edel Rafferty, Method Studios
  • Online: Jamie Scott, Method Studios
  • Music Supervision: Karl Richter, Jen Taunton, Level Two Music
  • Music/Artist/Title: Bjorn Olsson/ “Vissling I.D”
  • Sound Mix: Colin Simkins, Gusto Music

Miranda Ward

Comments


  1. LCDtv
    7 Jul 14
    3:50 pm

  2. By that logic.. Devondale knows nothing about business?

  3. MattP
    7 Jul 14
    5:51 pm

  4. Clever. I’d prefer milk that was produced by dairy farm experts than business experts.

  5. Stay a co op
    12 Jul 14
    8:37 am

  6. So what happens to the ads and this big 100% farmer owned selling point, when Devondale allows these very people to invest in their business, as is proposed in the Capital restructure, which will allow non farmers and foreign entities to own Devondale.