Black Swan dips encourages Australians to ‘Swan Dive In’ in first brand campaign from Spinach

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Following a competitive pitch, integrated Melbourne agency Spinach has been appointed by Monde Nissin to lead a master brand relaunch of Black Swan dips.


Spinach was tasked with developing a campaign that connected the Black Swan brand to savvy foodies by emphasising its market-born real food, culinary credentials.

Says Marija Skukan, brand manager, Black Swan: “Past Black Swan campaigns have focused on the brand name versus product credentials. As a result, people know our brand but are less familiar with the experience and the heritage of Black Swan which began at South Melbourne Markets back in 1985.”

Spinach developed the creative idea “Swan Dive In” which celebrates the joy of indulgence by giving people permission to let go, dive-in and enjoy delicous Black Swan dips.

Says Dom Megna, ECD, Spinach: “The unique thing about dip is when you take off the lid, the lid’s off. It’s an open invitation to dive in. The ‘Swan dive in’ platform is about owning and celebrating the moments where you just get to go for it. Indulgence can be glorious and all the executional cues help support this. You also can’t forget the music, Tchaikovsky’s Swan Lake: a track only Black Swan dip can credibly use.”

New packaging and design of Black Swan’s Favourites range of dips are now available in-store while the campaign will roll out across Broadcaster Video on Demand (BVOD), YouTube, proximity out of home media close to supermarkets as well as digital and social media.

Creative Agency: Spinach
CCO: Frank Morabito
ECD: Dom Megna
CD: Justin Groves
Director of Client Services: Nicole Miranda
Account Director: Bambi Villacruz
Director: Matt Kamen
DOP: Marden Dean
Editor: Craig Tonkin
Producer: Beaver
Audio: Production Alley
Client: Monde Nissin, Black Swan Dips
Head of Marketing: Cathy Rixon
Brand Manager: Marija Skukan