David Jones unveils campaign via TBWA Sydney + Maud to launch new David Jones Food brand

Screen Shot 2017-08-02 at 8.38.01 am.jpgDavid Jones has today unveiled a marketing campaign via TBWA Sydney and Maud, in support of its new brand, David Jones Food, marking a fresh and exciting new direction for the department store.

The new brand officially launches on Thursday when David Jones opens its reimagined Food Hall concept at Bondi Junction.

VIEW THE SPOT
Screen Shot 2017-08-02 at 8.38.10 am.jpgDavid Jones Food encompasses the department store's new food offering, which will include food halls, a new food market concept, stand-alone food stores and a premium food brand spanning fresh, grocery and prepared meals. The Food Hall at Bondi Junction represents a blueprint for the future of the department store's food business in which it is investing $100 million over three years.

The multi-channel campaign makes food the star, showcasing some of the hero ingredients that underpin the new David Jones Food offer across retail and food services. Central to the campaign is a film, created by TBWA and Maud, that brings to life the deliciousness of David Jones food in the unmistakable style of directors Michael Roulier and Philippe Lhomme.

Screen Shot 2017-08-02 at 8.38.20 am.jpgThe vibrant, energetic 45-second film tells the David Jones Food story through a montage of the peak moments of cooking and eating: the crunch, the melt, the flow and the sizzle; the most exciting and delectable imagery that stimulates the appetite and the emotions. More than simply an 'appetite reel' - it goes a step further in glorifying the full experience David Jones has on offer, a memorable and distinctive ode to the joy of food.

The full-length film will be featured in Hoyts' Broadway and Entertainment Quarter cinemas for six weeks, and in Bondi Junction's Event cinemas until November. Fifteen-second edits will be utilised for a digital campaign across Facebook, Instagram and YouTube, as well as on David Jones' owned channels.
   
Three hero stills that tell the story of a meal - an oyster for entrée, an Asian soup, and indulgent chocolate dipped pear - will feature in print (Wentworth Courier and the Beast), Out of Home (Adshel in Bondi Junction Station, JC Decaux in Bondi Junction and on Westfield screens at Bondi Junction.

Supporting the campaign, a 16-page insert was developed, featuring recipes, information about the new food offering and interviews with David Jones' key food partners including renowned chef Neil Perry. This will be inserted in today's Wentworth Courier along with Delicious Magazine in New South Wales, with assets from the supplement also being used across all David Jones owned channels.

Paid media activity has been underpinned by a comprehensive PR campaign, largely spearheaded by food partner Neil Perry who has collaborated with the department store on all elements of its food services offering.

A David Jones Food landing page has also been created, providing an information and inspiration destination for customers - www.davidjones.com.au/bondi-junction-food.

Perry will be joined by David Jones ambassador Jesinta Franklin the Grand Opening of the Bondi Junction Food Hall on Thursday morning, at which customers are invited be first to experience the exciting new food offering, whilst enjoying a complimentary barista coffee, sourced and roasted exclusively for David Jones by Sensory Lab, along with David Jones' signature chocolate dipped strawberries.

Says Gary Williams, chief customer officer, David Jones: "We have completely revolutionised our food offering, so we needed a campaign that would give customers a taste of our new brand ethos. The detailed way we shot the film enabled us to showcases the provenance, quality and freshness of our new food offering in a way that is immersive and enticing - reflective of the experience customers will have in our new Food Hall."

The next phase of David Jones exciting food plans include a smaller 'food market' concept in Wollongong opening in October, the introduction of food offerings in existing stores in Sydney and Melbourne over the next year and the introduction of several standalone food stores in coming years. David Jones will also open a new enlarged food hall as part of the $200 million refurbishment of its Elizabeth Street store in Sydney's CBD.

Film and ATL creative: TBWA / Maud
Film directors: Michael Roulier and Philippe Lhomme
Music Composition: Song Zu Sydney
Media: Carat
PR: David Jones

25 Comments

Should read said:

David Jones asks same directors as the infamous M&S campaign to shamelessly recreate it for them on the other side of the world.

Seen it before said:

this is a rip off of the M&S 'adventures in' food campaign (and others)... without the great soundtrack

Snore said:

Was there an idea somewhere in there?

I must have missed it

WTF said:

Sells the product really well, nice bit of food porn.

producer said:

made me hungry. nice work!

Shut up, it's great said:

I watched the ad without reading the article. I was amazing by the food porn and thought it's right up there with the stuff via Foodfilm. Then I read it, and it was via the same guys. SO WHAT!? To the average person who isn't trying to poke holes in everything that appears on CB, this spot will be incredibly enticing. Sure, it's sans idea, but the pictures make up for it. It's food porn. And beautiful food porn at that.

@Shut up said:

Yeah but any fucking idiot can commission food porn.

If ideas no longer matter then what the hell are we all in this business for?

it's true ... said:

What 'Shut up, it's great' said, it gets me in. I'm interested to go and see what's on offer at DJs. Looks lush. Food photography done really well.

Gorgeous said:

It looks great. Mum will love it. So did I. No idea. Who cares.

TBWA & Maud astroturfers said:

If it helps you sleep at night to think that ideas don't matter then good luck to you.

The rest of us will keep trying to raise the bar.

I agree with shut up said:

Mate, I have to tell you I was bloody amazed by the food porn too. I also thought it was right up there with the stuff from Foodfilm. Watched a lot of that in my time. I remember watching that stuff on my mobile while my wife was cooking dinner one night. It was a Tuesday, from memory. Got me really excited about getting some fudge crackers down me clacker but then reality hit – the missus had cooked a bloody caramel slice. Mega let down. Went to the toilet and watched the Foodfilm stuff afterwards.

Bloody beautiful food porn mate.

Tilly said:

I think it's a big step above what anyone else is doing in this category in Australia. Well done. It's lovely.

No surprises here said:

It was done by the same M&S client, now working with DJ and the same directors delivering the same concept. Yawn. Nothing new here. Moving on.

M&$ said:

If you are going to copy something, at least do it better.

ideas said:


It is funny when people post 'where is the idea', 'it needs an idea' etc etc

Part of the problem is that people have their own definition of what an 'idea' actually is - is it an insight, is it a human truth, is it expression of a brand positioning?

It's hard to pin down.

If you don't think the ad will work - in that it won't help sell product at the new David Jones store in Bondi - then fine, that's a call you're entitled to make, it's all subjective anyway.

But, success for an ad isn't dependent on it having or not having an 'idea', it's dependent on it being effective.

Everything wrong... said:

...with the Australian retail and ad industries is perfectly encapsulated by this.
- No fresh thinking.
- Shallow copy of something that's been done before in the UK to a higher standard.
- Talked up as if it's a game changer, but is actually too little too late to stand out and be successful (even McDonald's has done food like this years ago!)

To be blunt: highlights from a food director's showreel do not a campaign make, and any client who thinks so should be seriously questioned by their board of directors.


Market baskets said:

Time will answer the age-old question: Do good looks translate to sales?
But also think a great branding concept could offset the glazed eyeball effect as it is hit with yet more food pics. Instagram plate uploads, fiery woks and poached pears abounding in the reality cook-ups have created a monster that needs a fresh attack.
Tough brief for a new food hall in a country littered with failure-to-rise similar centres

A "CLIENT" said:

• lacks an idea
• technique done before by same client and same director.
• it's unashamedly a copy.

So, what did Maud and TBWA bring to the table?
Why should the client be paying them?

Cmon guys said:

Why is everyone harking on about needing to put an idea in this? In an over-crowded retail market where online is king, DJ's is going back to the one thing it offers that sets it apart from it's competitors - the food hall.

Yeah the spot looks like M&S (which most consumers wont have seen) but it also does the job that it’s supposed to by reminding you that DJ’s has an amazing food offering through some awesomely shot food porn. Does what it needs to really well.

Food Yawn said:


Burp!

Market baskets said:

Time will answer the age-old question: Do good looks translate to sales?
But also think a great branding concept could offset the glazed eyeball effect as it is hit with yet more food pics. Instagram plate uploads, fiery woks and poached pears abounding in the reality cook-ups have created a monster that needs a fresh attack.
Tough brief for a new food hall in a country littered with failure-to-rise similar centres

Why have an agency? said:

It looks pretty and stylish and is very much the foodfilm style and agree with the comments that it has no idea. A montage of lovely food shots. Not their best work but is of a high standard nevertheless.
I do wonder what the point of the agency was in this equation for the client. Anyone could engage that food team directly and get the same result and save money. It's obvious the directors brought the creative ideas to the table.
Does every brief or tvc need to overtly reference foodfilm or lurpak. They lose their novelty factor eventually. There are plenty of locals who shoot lovely work and tasty food porn - they just need Wieden + Kennedy's innovation at the script stage.

Bullshit Detector said:

I'm usually a zealot for idea before technique, but in this case you want to get out of the way and let the appetite appeal of the food speak for itself.

Excellent production (whether or not insiders believe it's derivative) provides the great unwashed (non-insiders) with permission and desire to shop.

Simple, strong branding, so what's not to like?

Account Circus said:

@ @Shut up said:

"If ideas no longer matter then what the hell are we all in this business for?"

Get back in your fucking box mate - we're here for the cash. We all know it. We do work for shit bosses that only care how it can make them look good, for clients who only care how it can make them look good, for punters who would rather it didn't exist at all.

Oh, and to post negative comments on here, of course.

@account circus said:

nailed it

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