Devondale celebrates grazing free in new campaign via Saatchi & Saatchi Melbourne
Saputo Dairy Australia, via Saatchi & Saatchi Melbourne, has released a new positioning and integrated campaign for Devondale.
The campaign effortlessly expresses Devondale’s belief that great dairy comes from cows that Graze Free, and it is this simple belief that has been dramatized across TV, digital, outdoor and in store.
Says Kara Cooley, head of marketing at Saputo Dairy Australia: “Devondale is one of Australia’s most iconic and long-standing brands, our new campaign is an exciting step in our history of providing high quality dairy to all Australians”.
Says Mark Cochrane, managing director of Saatchi and Saatchi, Melbourne: “We like the simplicity and altitude of the Graze Free idea, and are pleased to learn how well this first expression is being received by the audience.”
Learn more about Graze Free here: https://www.devondale.com.au.
Client: Devondale
Head of Marketing: Kara Cooley
Marketing Manager: Lakshika Graves
Marketing Manager: Justina Ong
Consumer Insights: Rebecca Davies
Communication Consultant: Sue Peden
Creative Agency: Saatchi & Saatchi Melbourne
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Executive Producer: Lucy Trengove
Producer: Zena Bartlett
Digital Producer: Nick Baum
Art Director: Santi Urso, Celeste Watson
Copywriter: Samantha Alexandre, Mac Wright
Head of Studio: Yancy Murillo
Digital Designer: Jarryd Hood
Client Services Director: Ella Ward
Account Director: Annie Calder
Senior Account Manager: Pip Rayner
Executive Strategy Director: Alex Speakman
Managing Director: Mark Cochrane
Media Agency: Spark Foundry
Managing Director: Peter Butler
Account Director: Sasha Nathan
Account Manager: Annabel Green
Production Company: Revolver
Director: Stephen Carroll
Managing Director: Michael Ritchie
Executive Producer: Pip Smart
Producer: Kat Latour
DOP: Shelley Farthing-Dawe
Post Production: ARC Edit
Editor: Jo Scott
Colourist: Edel Rafferty
Online: Eugene Richards
Senior Post Producer: Freya Maddock
Sound: Risk Sound
Risk Producer: Kate Gibson and Brodie Mattner
Sound Engineer: Dee Gjedsted
Music: Level Two Music
Composer: Justin Bernasconi
Owner: Karl Richter
Executive Assistant: Mel Jong
33 Comments
“The simplicity of the idea” not wrong. Such a simple thought. Almost void of an idea. So simple we didn’t need an idea. A play off cage free will be plenty and keep it at that
I think it could have used one more CU shot of the farmer’s face at the crucial moment.
I don’t know how effective it was, but the shit Devondale did before with Baggers at DDB was way better. Super memorable.
Because the only morsel of a creative thought in this is the Graze Free version of Cage Free, I’m left wondering if consumers will get it?
Cage free = avoid the jail that is the cage
Graze free = avoid the freedom that is grazing?
Maybe I’m overthinking it. But I think that’s better than the alternative which has clearly had a lack of thinking.
Perhaps they are spending their creative and strategic efforts on renaming Coon rather than this job .
Free Graze ?!
Because we’re not all retarded.
Oh dear. What happened.
You’re missing the beef in the oven at the end
Am I the only one that reads “Graze free” as if it means free of graze? Like “cage free” or “fat free” or “dairy free”.
The only way I know what you’re trying to say is if it sit through 27 seconds of a 30-second TVC.
I hope I’m the minority.
Are there actually dairy farms out there in Australia that lock cows in like battery hens? That don’t let the cows wander around between milkings to eat grass? Who? Where are they? Has someone told A Current Affair?
This is a series of serious questions.
Because if there aren’t, fuck you Devondale.
Am I being invited to graze free? It wasn’t on my agenda but I may just consider having a little graze now that you mention it.
Surely in all that simplicity someone raised the question, shouldn’t it be Free Graze (like free range) not Graze Free (like cage free)?
It doesn’t make sense.
Gee whiz. “Graze Free”? Makes no sense at all.
I preferred the ad where the guy ate the chicken.
S-E-V-E-N.
Seriously. For that?
OMG that client must have paid a pretty penny or two for this. Shame it’s a total dud.
Mind you, clients get what they deserve after all.
It’s milk, simple. What’s wrong with that?
Having worked with Baggers before I can almost guarantee this is not the idea he would have wanted to get up. Doubt he would have even wanted it PRed
ya morons who are questioning the line….it’s a take on ‘live free’. it works for me.
but i find the ad slightly confusing. is there a second dog? it looks the same as the first dog? what’s going on? i guess they’re trying to find a cow? i had to watch it a few times to get it.
but yes, this ad has some wounds, which could be timeline/client created.
“it’s a take on ‘live free’”
Lucky we’ve got the big brains like you here to tell everyone what they already knew has been attempted – and failed – with this campaign, which is exactly why they’re pointing out that the faults of “Graze free” here come from “free” usually meaning “devoid of” in this context.
Ya moron.
hey @wot, in context of an ad with a cute soundtrack, where there is lot of green grass and cows on said grass, to read ‘graze free’ as ‘free of grazing’ – you’d have to be a moron.
So, Devondale’s cows live in a field, on a farm?
Isn’t that where cows live?
Quite a lot of armchair commentary here for a pretty simple spot. Why pick it apart? Worse than suits…
reminds me of my village
I think the pundits lambasting this have said all that needs to be said, without me adding my two cents worth of biting criticism.
Guessing with all the money they saved on talent and locations Devondale still couldn’t afford to licence ‘Born Free’ and rewrite it as ‘Graze Free’.
simple light hearted little spot gets this reaction. this industry is ugly. and you’re all horrid.
Don’t worry Saatchis. The comments section is exactly the kind of dumb-arsed things the suits say where I freelance. Which is utterly shit to work at and produces arguably the worst work in the country. Any jobs going?
ITS AN AD FOR MILK
JUST RELAX
ITS WELL EXECUTED
GO BUY MILK
KEEP JOBS IN OZ
SIMPLE
You are (and your mates) are missing the point. This spot is attempting to say that Devondale dairy comes from a place where their cows have an above average healthy lifestyle and this makes their milk better than the rest who (through deliberate inference) must treat their cows like shit.
That’s not true.
It’s a deliberate attempt to trick gullible city people into buying something for a disingenuous reason.
That’s why this is shit and you shouldn’t be making advertising.
The cows (like most dairy cows might be free – nothing new in this) but the calves are usually locked away in pens.
“Graze Free” just don’t look at the rest of the operation… and definitely don’t ask about the male calves.
I don’t get it
The grass looks lush though
When I saw the ad my first thought was that the cows don’t graze – “Graze free”. Intensive farming and not something you want to boast about. Back to the drawing board I reckon.