Devondale hunt for Aussie creative agency with ‘on-the-ground expertise’ in China

Devondale logoDairy brand Devondale is on the hunt for an Australian-based creative agency with “on-the-ground expertise” in China, following the brand’s relaunch into the market after the signing of the Australia China Free Trade Agreement at the end of last year, Mumbrella can reveal.

A Devondale Murray Goulburn spokesperson confirmed the pitch, telling Mumbrella: “In order to support our growth strategy in China, an agency tender process is currently underway. Existing arrangements in Australia remain unchanged.

“We are looking for an agency that has on-the-ground expertise in China and is anchored in Australia.”

Devondale relaunched its long life milk in China in a bilingual metallic packaging, with the move part of the dairy brand’s intentions to maximise the opportunities gained by the free trade agreement in November last year. 

According to the Devondale release, the brand exported more than $200m to China and Hong Kong in the form of infant nutrition, milk powder, cheese and drinking milk.

“We have our sights set firmly on high value growth markets, like China, where the demand for dairy foods is very strong well into the foreseeable future,” said Gary Helou, MG’s managing director at the time of the re-launch.

“Our two strategic pillars are operational excellence and innovation. MG is already investing in its manufacturing footprint to provide world class dairy foods to China and south-east Asian consumers. Our innovative new packaging enhances the product’s shelf appeal and is tailored to the local Chinese market based on extensive local customer insights.”

Devondale’s Australian creative is handled by DDB Melbourne which were behind a number of well-known campaigns for the brand, including the Soy AfterTaste Face campaign.

Miranda Ward 

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