Don Smallgoods appoints Grapevine as new social media agency

Sydney-based pure play FMCG social media agency Grapevine has added another iconic Australian brand to its growing portfolio – Don Smallgoods. Under the new partnership, Grapevine will manage social strategy, content creation, influencer and community engagement for Don.

Says Chelsea Jarred, founder, Grapevine: ‘The privilege of working on such an iconic Australian brand is not lost on us. We will be doubling down on content that is unmistakably Don and bringing to life the ‘Is Don, Is Good’ promise in a way that delivers real value for the user – they’ll be seeing the navy butcher stripe everywhere!’

The win marks another major milestone for Grapevine, following the cornerstone appointment as the all encompassing social media agency for Abbott’s Bakery earlier this year.

Grapevine has spent the last nine months baking freshness into Abbott’s Bakery’s social media presence by creating social-first storytelling that resonates with everyday Aussies, driving mass reach across TikTok, Instagram, Facebook and Pinterest. Notably, the collective agency campaign for Abbott’s Bakery Gluten Free range achieved a record prompted-awareness score and saw a significant sales spike in supermarkets in just the third week of launch.

More recently, Grapevine has been tasked with launching Little Big Ice Cream – a disruptive brand by David Sloan of ice cream royalty that is set to serve up big results. Grapevine has already set about appointing Matt Hey and Katie Gulle as influencer partners, in a move to cement the brand in the minds of generations to come.

Over the past 18 years Grapevine has built a strong reputation as a results-driven social agency with strong PR roots that inform every decision. Grapevine’s growing client list reflects the agency’s talents in blending strategic thinking with an earned media lens to create scroll-stopping content.

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