Hard butter bust-ups take centre in Devondale Dairy Soft’s new campaign via DDB Melbourne

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devsteve.jpgDevondale has launched a new campaign for Devondale Dairy Soft centering on the ugly bust ups caused by hard butter, following in the comedic footsteps of ‘Soy After Taste Face‘ for Fast Start via DDB Melbourne.

Says Darren Spiller, executive creative director at DDB Melbourne: “There’s one drawback to hard butter – it rips holes in your toast. This can often be misconstrued as a form of passive aggression. Actually, we made that last bit up, but we had great fun exaggerating the potential consequences of hard butter buttering.”

Says Suzanne Douglas, Devondale general manager innovations, marketing and special projects: “Unlike hard butter Devondale Dairy Soft spreads straight from the fridge. But as is the Devondale way we wanted to deliver this message in an entertaining and unexpected way.”

 

The campaign launches with a TVC entitled ‘Stepdad Steve’, directed by leading Australian comedy director Tim Bullock from Prodigy. It will be supported by strategically positioned path to purchase as well as digital executions.

 

This is the first of 6 product campaigns Devondale will be rolling out over the next few months via DDB Melbourne.

 

The campaign launches nationally on Sunday 4th August.

 

Suzanne Douglas: General Manager Innovations, Marketing and Special Projects

Pam Burnett: Head of Retail Marketing

Kit Rahman: Marketing Manager

Laurette Hargreaves: Senior Brand Manager

Executive Planning Director: Ian Forth

Managing Partner: Lisa D’Amico

Account Director: Katie Kouts

Account Manager: Kirsten Tidswell

Executive Creative Director: Darren Spiller

Creative Director: Simon Bagnasco

Sr Copy Writer: Robbie Brammall

Sr Art Director: Anthony Hatton

Sr Agency Producer: Tuesday Picken

Production Company: Prodigy Films Director: Tim Bullock

Producer: Alice Grant

Executive Producer: Jonathan Samway

DOP: Germain McMicking

Editor: Adam Wills

Grade: Edel Rafferty, Method Studios

Online Edit: Chris Betteridge, Method Studios

Sound Design: Colin Simkins, Gusto Music

Media: Carat Melbourne