Latest ‘Is Don, Is Good’ campaign launches to promote new product, via Now Screen
DON Smallgoods has launched a new range of deli-inspired meat with a support campaign via creative agency and production company Now Screen, Mumbrella can reveal.
Continuing the iconic ‘Is DON, Is Good’ brand platform, the new work highlights the new pack and its innovative resealability.
The spot follows a father attempting to make himself lunch, before it gets snatched by his son. The second time he attempts it? He’s met with the puppy dog eyes from his daughter. Third time lucky…
“A new pack may not sound like a big deal, but ham losing its freshness once the pack has been opened is the top frustration consumers have with packaged meat,” said Candice Rathgeber, senior connections manager at DON.
“So when we launched a product as tasty as new DON Deli-Cuts, we wanted to make sure it stayed just as fresh from the first slice to the last.”
Sophie Fetterplace, head of marketing and innovation at DON, added: “Now Screen impressed us with their creative solution which managed to combine DON’s light-hearted humorous personality, which the brand is so well known for, with communicating not one, but two exciting pieces of innovation.”
The spot aimed to stay true to DON’s heritage by using the iconic tagline, while also moving the brand forward, according to Now Screen’s global creative director, Dana Holder, explained.
“This is especially challenging when you’re developing tactical work, which has to announce some great functional innovations in quite a short time-length, without conflicting with any brand equity work,” she explained.
“We’re very happy with the balance and also the terrific performances, which should remind everyone just how good DON is.”
The campaign is live on metro and regional FTA TV, social and OOH.
Credits:
Client: GWF
Head of marketing & innovation: Sophie Fetterplace
Senior connections manager: Candice Rathgeber
Creative agency and production company: Now Screen
CEO: Mark Silcocks
Client service director: Colin Murace
Global creative director: Dana Holder
Senior writer: Jen Barnett
Art director: Manuel Rey
Global producer: Aryani van Dam
Producer: Jack Hammonds
Director: Alex Feggans
Editor: Esteban de la Concha
Sound: Mark Gluhak
Media agency: Principle Media Group
Director: Chris Nolan
Head of planning: Emma Baston
Digital media planner: Ben Maughan
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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Candice Rathgeber
Dana Holder
Don
Don Deli-Cuts
Don Smallgoods
Now Screen
Sophie Fetterplace
how can brand owners do this to a once great brand. Turgid crap, that wont ever be seen,.
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Extremely tragic that you think you’re on Campaign Brief and your anonymous trolling comment means anything to anyone. Grow up.
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Not that tragic mate. This work is weak and deserves to be called out as such.
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