Don was an everyday leader that had lost its way. Previous attempts to reposition the brand and claim a new space in the category had only succeeded in diminished ranging and private label’s discounted pricing strategy of two for the price of one was also a contributing influence. Don needed to respond in a positive way.


Authenticity. It’s arguably one of marketing’s most overused words, but in the case of Don, the brand had walked away from its roots and was trying to ride the attractive premium European wave. However, in the eyes of consumers it just wasn’t believable. We looked back to go forward, realising that Don’s heartland was everyday Australia and that there were equities the brand had never invested in such as the iconic butchers striped apron. We simplified the brand aesthetic and embraced the quirk and charm of the Don man’s tone of voice to create a brand that distinctive and ownable and loved by Australians.


Is market leader (again).