‘Not a Jan in sight’, says Yellow of its new national campaign

“There’s not a Jan in sight in Yellow’s latest national advertising campaign”, declares a statement promoting the directory’s latest marketing drive.

The Yellow Pages – now just known as Yellow – created the iconic Not Happy Jan campaign in the early 2000s when physical directories were still a key strategy for small businesses. This year, Darrel Lea caused a stir when it recreated the campaign to promote a chocolate line.

Darrel Lea eventually cancelled the campaign after Yellow’s parent company Sensis sent a cease and desist letter claiming the chocolate brand had cheapened an icon, and contending the characters and strategy had been used without consultation or approval.

Now, Yellow has made its move, with a new campaign via Big Red, to promote its online directory and digital marketing solutions for small businesses.

There is, however, no Jan, with the brand instead replacing the word ‘hello’ with ‘yellow’, and showing small business owners greeting customers they have connected with via the service.

Two 30-second TVCs were created, targeting a business-to-business segment with its digital marketing, and the business-to-consumer segment with its directories.

Yellow’s executive general manager James Ciuffetelli said: “Yellow has been helping Australians connect with the best local businesses for generations, 139 years to be exact, and we hope to continue inspiring Australians to make the start on getting things done – both for consumers and business owners – through the new campaign.”

The new campaign will be executed across TV, radio, OOH, pre-roll and social media.

The Yellow Pages’ previous campaign celebrated baking, featuring some of Australia’s best bakers on the covers of its directories in partnership with the Country Women’s Association.


Senior Marketing Specialist – Belinda Di Pietro
Marketing Specialist – Jennah Perucich

Big Red
Hatched Media


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