Devondale wants its fans to become ‘cheesy movers’

Devondale is asking fans to become ‘cheesy movers’ and share their cheesy dance moves via Instagram, Facebook or YouTube as part of extension to the brand’s All Rounder Cheese campaign created by DDB Melbourne.

The company, together with Melbourne-based agency Marmalade, kicked off the promotion with a video of their own awkward dance moves featuring team members from both Devondale and the agency.

Devondale said it aims to leverage the current All Rounder Cheese “Jumpers” commercial and targets an “array of people from mums to teens”.

Consumers are invited to get together a group, or go solo, and show of their ‘finest cheesy moves’ in a video in order to win prizes over the coming weeks.

The original All Rounder Cheese campaign was rolled out at the end of September.

DDB Melbourne’s most recent Devondale commercial sees an adventurous group of kids attempt to tackle a skateboard jump to promote Devondale’s flavoured milk, ending with the tagline ‘as sensible as kids get’.


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