Dick Smith Foods launches brand refresh and integrated campaign via New Republique, Sydney

Australian charitable foods company, Dick Smith Foods has launched its first ever brand-positioning refresh and integrated campaign via Sydney creative agency, New Republique.

The campaign will see Dick Smith Foods asking Australians to submit their favourite ‘Australian breakfast recipe’ under the new brand position of ‘Tastes Good, Feel Good’.

Developed by creative director, Andrew Jones, the position aims to build on the ‘taste’ credibility of Australian sourced and made products and that ‘feel good’ feeling consumers have when they know profits are going to local Australian charities.

Says Stuart Paine, General Manager, Dick Smith Foods: “We have the best produce and quality controls in the world and the fact that our shelves are still filled with inferior imported products is a sad sign of the times. This campaign genuinely brings to life the quality Australian produce we use in developing our products and the importance of our commitment to Australian farmers, producers and charities.”

The new brand position will be launched in conjunction with a fully integrated campaign working across social, print, in- store sampling within select Coles and Woolies and supporting price promotions. Consumers will be given the opportunity to taste some of the wonderful recipes that the product range can make, from ‘breakfast on the go’ muesli bars, protein balls and much more.

Says, Nima Yassini, chief executive officer, New Republique: “Breakfast is a rapidly declining category, that’s why the strategy to create a campaign raising awareness and celebrating one of the most important meals of the day made a lot of sense”.

Via the campaign customers can get a taste from a range of recipes that showcase the majority of the product collection. Customers are then invited to share their recipes with the Dick Smith Foods team and then have them shared on their Facebook. Sharing in a chance of winning over $1000 worth of Australian premium cookware and Dick Smith Foods products.

Adds Stuart: “I could not commend the team at New Republique more, they not only challenged us to think differently, but also worked with us bring this idea and campaign to life. We are very excited by the campaign and ask everyone to come and be a part of our Magnificent Australian Recipe Competition campaign.”