Coon cheese says ‘comfort never grows old’ in newly launched campaign via Havas Melbourne
Warrnambool Cheese and Butter’s (WCB) has launched a new integrated advertising campaign for Coon cheese via Havas Melbourne, which celebrates the heritage of the brand and its everyday use by Australians.
The campaign runs across TV, print and digital media. The TV commercial aired for the first time on Sunday night, (12 June) and portrays a mother and daughter passing on the tradition of Coon cheese toasties over several decades under the tagline “Comfort never grows old”.
The creative is the first major piece of work under Havas Melbourne’s group managing director Matt Houltham, who joined the company earlier this year from New York. Havas led the strategy, developed the creative, planned and bought the media, and implemented the PR through the Havas owned Red Agency.
The campaign is the first in nearly three years for Coon cheese after the brand was purchased from Lion Dairy and Drinks by WCB in 2015.
WCB general manager of marketing Ted Lawson said the TVC is a celebration of Coon’s heritage.
Says Lawson: “For the past 81 years Coon cheese has been enjoyed by Australian families and is a staple of everyday life as a quick and easy snack.
“We hope the TVC reminds Australians of their childhood growing up with Coon and encourages them to continue this tradition as they raise their own families.”
Responding to a brief to refresh the Coon brand, Havas chose to focus on Coon’s significant brand assets: heritage, comfort and familiarity.
Says Houltham: “We are delighted to be orchestrating this campaign. Coon is such an iconic brand, all we wanted to do was remind Aussies of the pleasure and comfort that comes from the ritual of preparing and eating a toastie with their favourite cheese and their favourite people.”
The TVC will appear across primetime media such as Masterchef Australia and The Voice and within specific STV, online and print media environments.
Havas
Group Managing Director – Matt Houltham
Executive Creative Director – Stu Turner
Creatives – Ray Ali, Mick Healy, Jerome Lee
Senior Strategist – Peter Pippen
Business Director – Zoe Freeman
TV Producer – Ros Payne
Media Planning/Buying – Patrick Weiks
Collider
Director – Damon Cameron
Producer – Peter Holani
Music Composition – Hylton Mowday – We Love Jam Studios
8 Comments
Cheesey.
“Because when a family goes into Coles for their weekly shop they don’t want to buy into single minded props like flavour, boldness or melty goodness. No, they want a cheese to make memories around.”
What the fuck. What are they teaching these marketing people these days. Seriously it’s the demise of our industry. Only thing saving this is the film direction.
Who sings the song
I was wanting to know how sings this amazing theme song to this advert ??
It’s absolutely memorable
I’d love to know what the name of the song is and who sings it if possible please? Love the ad, love coon!
can anyone tell me the name of the song in this commerical and who sings it
Here’s a link to the song details : https://soundcloud.com/welovejam-1/coon-comfort-never-grows-old-tvc
I purchase coin cheese on a regular basis ,mostly from Coles in Brisbane. Recently I bought a packet that did not taste as it should, it felt it had gone off, it tasted awful. I contacted Coon head office and was put through a huge serious of questions, the person questioning me made me feel extremely uncomfortable and gave me the feeling that I somehow imagined the taste was not normal. I asked for somebody to come pick up the cheese & have it tested but was told no they don’t do this but keep samples in their possession for when somebody complains…..NOT GOOD ENOUGH….. I have been told they will get back to me….