Credit where it’s due: Devondale – brave and bold marketing to build a brand
In a new column Mumbrella celebrates the best people and work in the industry. Today we recognise dairy brand Devondale for its work with creative agency DDB which saw the brand revitalise a tired sector.
It’s a common moan from creatives in Australia there aren’t many clients willing to take a risk with their brand due to the grip of a conservative corporate culture. But one brand which has given its agency free-reign to push boundaries, and reaped the rewards, is Devondale.
Two years ago not many people would have had much brand recall of the Murray Goulburn-owned brand, but now it has a series of the most memorable, and quotable, ads of recent times.
“Credit Where it’s Due is all about generating positivity about our fantastic industry. While we welcome positive and constructive comments, anonymous or otherwise, this feature a snark-free zone so please bear that in mind when commenting.”
Applauding loudly. The blogs have become sewers. Good on you for attempting a bitch-free, snark-free zone.
I love the work on this account.
Wow… when you ask people to only be positive… no one comments!
No one comes here to be positive, clearly.
Good on account management, creative and client for pushing the envelope
The hard butter ad is one of the funniest TV spots in years. Love it.
Agree. It’s great work. Well done to all involved.
Can’t get enough of this oustanding creative. Show me another brand with a body of work this strong. Go on…
Ha! – As a serial “Snarker” I do have to say “Credit Where Credit is Due” Good work, good client. The latest Campaign “Some businesses have no business…” is the best so far highlighting a genuine point of difference in a direct and amusing way. [Racism or diversity debate aside]
Kudos to all involved, brings warmth to my cynical heart. The Stepdad is my fav.