Don Smallgoods wants to feature Aussie ‘Dons’ in latest campaign

Don Smallgoods is on the hunt for Australians named Don to promote the brand’s meat products in its latest campaign.

Don Smallgoods

Created by DDB Melbourne, the ad features different men, women and children of Australia who enjoy eating meat and are named Don.

The tongue-in-cheek ad encourages people named Don to sign up for the chance to feature as the new spokesperson for Don Smallgoods.

The winning spokesperson will showcase how Don Smallgoods is a part of everyday Australian life.

The campaign is the first since the brand launched its ‘Don’t settle for less’, work in 2014, featuring a Don character who appears in the minds of shoppers.

Glen Dickson, creative director at DDB Melbourne, said the ship has “finally come in” for all the people in Australia with an “unfashionable” first or last name like Don.


Don Smallgoods is on the hunt for Aussie meat-loving Dons

Cathy Bertoncello, marketing director at Don Smallgoods, described the brand as an “iconic” part of Australian culture that needed to be celebrated.

“We also wanted to retain the tone of voice people have come to enjoy over the years,” Bertoncello said.

“It’s the beginning of a new chapter for us.”


  • ClientDON Smallgoods
  • Paul Mealor – Managing Director
  • Cathy Bertoncello – Marketing Director
  • Jane Edmonds – Brand & Communications Marketing Manager

Agency – DDB Group Melbourne

  • Dion Appel – Managing Director
  • Glen Dickson – Creative Director
  • Brett Edwards – Senior Art Director
  • Anna Stickley – Copywriter
  • Tuesday Picken – Head of Onscreen
  • Luke Osborn – Business Director
  • Blair Panozza – Business Manager
  • Ian Forth – Executive Planning Director
  • Paris Paphitis – Planner
  • Tribal Worldwide – Website Production

Film Production

  • Production Company – The Otto Empire
  • Director – Justin Reardon
  • EP – Jo de Fina
  • Producer – Sophie Woods
  • DOP – Joel Betts
  • Editing – David Whittaker & Marty Gilchrist
  • Sound – Gusto Music, Colin Simkins
  • Composer – Scott Langley, Nylon Studios
  • Music Producer – Karla Henwood, Nylon Studios
  • Casting – Fiona Dann, Casting Sugar

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