David Jones unveils first campaign for new food brand David Jones Food

David Jones is set to launch its new food brand, David Jones Food, which will debut on Thursday with a food hall at Bondi Junction.

The department store has invested $100 million over three years into the venture and will be installing food halls, food markets, stand-alone food stores and the new food brand which will include grocery items and pre-prepared meals.

The brand has launched a new campaign created by TBWA and Maud which features David Jones Food’s hero ingredients including oysters, prawns, salmon, bread, steak, pasta, fruit, vegetables and cheese.

The 45-second ad will be aired in Hoyts Broadway and Events Bondi Junction cinemas.

15-second ads will also be used as part of a digital campaign across Facebook, Instagram and YouTube.

Alongside an out-of-home element to the campaign, a 16-page insert has been created to include recipes, interviews and information about the food offering.

The insert will be included in magazines such as Delicious and the Wentworth Courier.

Neil Perry has partnered with David Jones Food as a key food partner.

Gary Williams, chief customer officer at David Jones, said in a statement: “We have completely revolutionised our food offering, so we needed a campaign that would give customers a taste of our new brand ethos.

“The detailed way we shot the film enabled us to showcases the provenance, quality and freshness of our new food offering in a way that is immersive and enticing – reflective of the experience customers will have in our new Food Hall.”

The next phase of the brand’s implementation will be a food market in Wollongong and the introduction of food offerings in Sydney and Melbourne.


  • Film and ATL creative: TBWA / Maud
  • Film directors: Michael Roulier and Philippe Lhomme
  • Music Composition: Song Zu Sydney
  • Media: Carat
  • PR: David Jones

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.