DFO celebrates ‘know-mads’ with new brand platform and campaign via TABOO

February 29, 2024 12:38

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.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.