Devondale rivals presented as fools in suits in new fresh milk push
Devondale takes aim at its corporate competitors as it makes its first foray into the fresh milk sector, with its latest campaign depicting its rivals as fools in suits.
The campaign ‘Takeover’, created by DDB Melbourne, highlights Devondale as a farmer-owned business through a portrayal of how ‘corporate’ types operate a dairy. The ads show men in suits struggle to herd cattlewith a mercedes and then milk them. It ends with the tagline “Some businesses have no business making your milk”.
https://www.youtube.com/watch?v=VDal7VZ0guc
DDB Melbourne ECD Darren Spiller said: “Devondale is a farmer-owned business. Profits go to farmers and local communities are supported. Understandably, people are shocked to know that a large portion of the milk they drink is owned by big corporations that don’t share these same values. With this TVC, we wanted to shed some light on the subject. Devondale is owned and operated by 2500 dairy farming families.”
By that logic.. Devondale knows nothing about business?
Clever. I’d prefer milk that was produced by dairy farm experts than business experts.
So what happens to the ads and this big 100% farmer owned selling point, when Devondale allows these very people to invest in their business, as is proposed in the Capital restructure, which will allow non farmers and foreign entities to own Devondale.