DON has revived its iconic “Is Don. Is Good.” platform, with Matt Preston fronting the new campaign as the brand’s craftsman.
The campaign, developed by The Royals, reintroduces the long-running line to a new generation, positioning the brand as a straight-talking alternative to today’s foodie culture.
Sophie Fetterplace, Head of Marketing and Innovation at DON Smallgoods, said: “Since 1947, the DON name has been synonymous with ham, bacon and Smallgoods Australia wide.
“This recognition stems from our passion and dedication to the quality of the Smallgoods we produce.
“Matt Preston and The Royals have shared this passion and translated it into a distinctive and memorable creative platform; one, like DON, that will stand the test of time.”
Preston stars across TV, online, OOH and social executions, showcasing the products through dishes including a Pasta Pomodoro and a midnight toastie with DON Double Smoked Ham.
Preston said: “The DON craftsman is such an iconic Australian character and I was honoured to take on the role.
“I love the idea that someone known for using so many words should be asked to take on the mantle of one of the most plain-speaking Australian characters in Australian advertising history. Or as he would rather more sparingly just say, ‘Is Don. Is Good’.”
The brand, one of Australia’s largest smallgoods manufacturers, has produced hams, bacon, salami, franks and continental products for generations.
Steve O’Farrell, Founder and Managing Partner at The Royals, said: “This DON campaign represents what’s possible when great clients, production partners and creativity combine with craft and purpose.
“Together we’ve transported a cultural icon into the modern age, and The Royals couldn’t be more proud. Enough said!”
Credits
Client: DON Smallgoods
Creative Agency: The Royals
Production: Rabbit
Director: Lachlan Dickie
Photographer: Chris Budgeon
Post House: Puffin
Music/Sound: Rumble
Media: PMG