Don Smallgoods speaks telepathically with customers to solve deli dilemmas

A new campaign for Don Smallgoods from DDB Melbourne is giving the brand a chance to speak directly to customers, with the campaign giving the Don character a voice who appears in the minds of shoppers as he aims to ensure they make the right decision.

Don KRC sales and marketing director Paul Mealor said: “The Don brand has always been about authentic flavours – and this hasn’t changed. One aim of this campaign is to remind Australians that our products come in pre-packs and are found in the chilled dairy case. The pre-packs are designed for today’s consumer; they save time without compromising on the authentic flavour.”

The campaign, which also runs in cinema, is supported by national point of sale.

DDB Melbourne chief creative officer Darren Spiller said: “The iconic Don character has been loved by all Australians for generations. We wanted to pay tribute to this heritage, but at the same time take it somewhere new.

People are bombarded with choice when shopping for smallgoods. Thankfully, the Don’s authentic voice of reason is always there to help guide them through their deli dilemma.”

The commercials were directed by Benji Weinstein of Exit Films.


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