DFO celebrates ‘know-mads’ with new brand platform and campaign via TABOO
Vicinity Centres’ premium outlet shopping centre DFO has refreshed its brand and is seeking to future-proof its position in market with a new creative campaign launching via TABOO.
‘Those In The Know, DFO’ celebrates those ‘know-mads’ who “get it”. Central to the campaign is the tagline – ‘Paying full price, NEVER. Shopping around, CLEVER’, giving credit to those that know DFO.
With the cost-of-living crisis, shoppers are seeking smarter ways to shop luxury at heavily discounted prices.
“With strong footfall rates across our DFO portfolio, this evolution of the DFO brand direction elevates the retail in-centre experience for the next generation of shopper,” said Martine Criswick, head of brand, marketing and experience at DFO.
“We are excited to provide a playful haven of experience that makes customer’s dollar go further in a challenging economic climate, while giving quality premium products and excess stock a second chance of sale.”
TABOO was engaged last year following a competitive pitch, and has worked closely with Vicinity on creating the campaign.
“Going to a DFO is a conscious act – you don’t just stumble across one. So, we wanted to turn this act into a verb that represented the talent of being a smart, savvy shopper,” Kate Prowse, general manager of TABOO, said.
“To ‘DFO’ is a skill, an act of seeing through inflated prices, having an eye for value, and enjoying the thrill of a great find. Through this strong platform we’ll spotlight and celebrate those who DFO and invite everyone in fun and playful ways.”
Dane Falkström, design director at TABOO continued: “The opportunity to evolve the DFO brand has been hugely exciting for us. DFO is synonymous with low prices, but there’s a big job in going beyond that to create emotional value and making people feel proud to be a DFO shopper.
“We believe the ‘Those in the Know’ platform is the perfect way to reward savvy shoppers and create a sense of community, both of which are important right now.”
The campaign is live through film, radio, digital, OOH and in-store touchpoints, with a series of activations set to roll out later this year.
Credits:
Client: Vicinity Group
Regional manager, DFO national portfolio: Michael Quinn
Head of brand, marketing and experience VIC/TAS/DFO: Martine Criswick
DFO brand experience manager: Danielle Sita
Creative agency: TABOO
Managing director: James Mackinnon
General manager: Kate Prowse
Strategy director: Tatum Ambler
Creative director: Ben Keenan
Design director: Dane Falkström
Designer: Trent Bucknell
Agency producer: Hannah Cleary
Account director: Jenny Thompson
Account manager: Emma Golding
Production company: Entropico
Executive producer: Kyle Blanshard
Director: Anita Lee
Producer: Gus Kennelly
DOP: Alex Leeway
Production designer: Imogen Walsh
Casting: Daniel Berini
Wardrobe stylist: Carlos Mangubat
Hair & makeup: Phoebe Golding
Photographer: Jesper Hede
Editor: Jodie Williams
VFX: Bartek Reszelski
Music composition: Rowan Dix
Colourist: Alina Bermingham
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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