After a comprehensive pitch process, Dig has snapped up RACV’s creative account, beating out current account holder CHEP.

Dig’s win is quite the shake-up when you consider that CHEP has held the account for over four years now.

Originally CHEP won the account after going head to head with TBWA\ Melbourne in another competitive pitch process, and now Dig has snagged RACV.

Paul Rhodes, CEO at Dig, said: “We are thrilled to be working with RACV, one of Australia’s most trusted brands. RACV is an organisation focused on improving the lives of Victorians and the communities they support.

“The opportunity to use creativity to celebrate what people love about RACV, and to connect Australians with new and developing RACV products and services is very exciting.”

Megan Powell, general manager of brand and marketing at RACV, said: “We’re delighted to announce that we are working with the team at Dig, and we look forward to partnering with a creative team that shares our commitment to delivering the best outcomes for our Members and customers.” 

RACV will begin the transition to working with Dig in October. 

As McCain Foods Australia embarks on an interesting journey, Dig has been awarded the McCain Foodservice campaign to launch McCain SureCrisp fries in Australia.

In Australia, McCain Foods is a significant player within the frozen food category; sourcing raw material from over 120 local growers, employing over 1150 people and operating 2 manufacturing facilities in ANZ. McCain Foodservice has carved out a strong reputation for the quality of their fries, which were first sold in Australia in 1971.

Today, as takeaway and home delivery grow, fewer consumers have been ordering fries to avoid the soggy fry dilemma with 82 percent of consumers experiencing lackluster, cold fries upon delivery1.

Staggeringly more than half of Australians surveyed say they don’t expect the fries to be hot and crispy by the time they arrive1 . It’s surely time for a better solution.

McCain SureCrisp fries have been developed specifically to address the problem of soggy chips in these sectors – by featuring a special plant-based coating that stays crisp for up to 30 minutes*. With the perfect balance of taste, texture and superior crunch, McCain SureCrisp delivers on consumer expectations while also giving venues the confidence to consistently deliver deliciously hot, crispy fries across on- premise, takeaway and delivery.

Says Meg Wise, marketing manager, potato- Foodservice ANZ: “This launch is the first of its kind by McCain Foodservice and complex, in that not only are we communicating B2B, but we wanted the campaign to integrate into our customer’s stores, online and via ordering apps (B2B2C), and to build awareness and demand directly with consumers who are ordering takeaway and home delivery (B2C). Dig showed their strategic and creative capability to manage this complex mix with a campaign that is fresh and engaging for the Foodservice channel.”

Says Peter Cerny, chief creative officer at Dig: “There is no doubt soggy fries suck. But when you have good fries, everyone wants some. In fact, McCain SureCrisp fries are so good they draw a crowd. Hats off to Courtney and the crew at Eight who did an awesome job to capture the right level of sass with Kelis’s timeless classic ‘Milkshake’. Yeah, McCain SureCrisp fries are better than yours.”

The campaign will launch nationally across catch up TV, digital, radio, social, and in-store.

This latest win continues the momentum for Dig, after recently being awarded the RACV creative business.

There were several agencies in Australia that put in strong creative performances over the last 12 months. Over the next few days, Campaign Brief showcases the work of those that made The Work 2022 Hot List…

Notable work for Dig Agency, ranked #10 Australian agency in The Work 2022, included The Bottle-O ‘The Fridge O-Doption Program’, Post It ‘Tik Tok Tag – You’re It‘, Post It for 3M ‘A little space to think’ and QV ‘Baby Books’.

“With good value people around you, and good value booze in the fridge, what more could you want?”

Australian bottle shop The Bottle-O has launched two new instalments of its brand campaign championing ‘good value’ via creative agency Dig.

The first spot released for Father’s Day portrays a good value dad building up a thirst whilst mowing his lawn, in his own inimitable fashion.

The second, timed for the footy finals season, heroes YiaYia and her family watching the game. When the game doesn’t go her way, YiaYia abandons her inner filter and lets loose. The 15-sec follow up spot has her letting a friend know exactly what she thinks of his favourite footy team.

The episodes in the campaign continue to shine a light on everyday Australians we all know and can’t help but love, simply because they, like the latest specials at The Bottle-O, are good value.

Supporting the brand activity, the campaign’s distinctive assets will be used across retail activity, in-store, catalogue, social and digital comms. Including an opportunity to have your dad’s lawn mowed for a year.

Josh Gaudry, general manager marketing from the Australian Liquor Marketers said: “The Bottle-O brand is grounded in uncomplicated fun. There’s something powerful in not trying to be anything else but simply being yourself. The comfort and confidence in that is what makes someone so legendary they are deemed good value. These are Bottle-O people.”

David Joubert, Dig’s national executive creative director and partner, said: “With good value people around you, and good value booze in the fridge, what more could you want? We’re proud to launch more executions in this brand platform for our good value client.”

The campaign’s assets will be used across retail activity, in-store, catalogue, social and digital comms.

Australian bottle shop Cellarbrations has launched a brand campaign via creative agency Dig that focuses on the service and tailored knowledge that Cellarbrations’ retailers provide to their customers.

The campaign features an array of 15 second spots, introducing colourful customers looking for advice from the Cellarbrations retailer about what drop to take for an occasion or event, and the resulting recommendation or ‘good shout’.

The campaign has kicked off with a spot called ‘Footy Commentator’, running through the football season, and will follow up with further instalments throughout the year.

Supporting the brand activity, the campaign’s distinctive assets will be used across retail activity, in-store, catalogue, social and digital comms.

Josh Gaudry, general manager of marketing at Australian Liquor Marketers, said: “The Cellarbrations brand is grounded in knowledge and the joy in being able to recommend just the right drop for any occasion. Our campaign is deliberately simple in execution, focussing on joyful characters and consistent campaign codes.”

David Joubert, national ECD/partner at Dig, said: “We’re proud to launch the ‘Good Shout’ campaign for Cellarbrations. The
retailers genuinely provide each and every customer with tailored advice, and our approach is to relentlessly execute this truth single-mindedly.”

After a comprehensive pitch process, Dig has snapped up RACV’s creative account, beating out current account holder CHEP.

Dig’s win is quite the shake-up when you consider that CHEP has held the account for over four years now.

Originally CHEP won the account after going head to head with TBWA\ Melbourne in another competitive pitch process, and now Dig has snagged RACV.

Paul Rhodes, CEO at Dig, said: “We are thrilled to be working with RACV, one of Australia’s most trusted brands. RACV is an organisation focused on improving the lives of Victorians and the communities they support.

“The opportunity to use creativity to celebrate what people love about RACV, and to connect Australians with new and developing RACV products and services is very exciting.”

Megan Powell, general manager of brand and marketing at RACV, said: “We’re delighted to announce that we are working with the team at Dig, and we look forward to partnering with a creative team that shares our commitment to delivering the best outcomes for our Members and customers.” 

RACV will begin the transition to working with Dig in October. 

Independent agency Dig has been awarded the The Royal Automobile Club of Victoria’s (RACV) creative account after a comprehensive pitch process.

RACV is a motoring club and mutual organisation which provides products and services including motoring and mobility, home, leisure, financial services and general insurance.

Paul Rhodes, CEO at Dig, said: “We are thrilled to be working with RACV, one of Australia’s most trusted brands. RACV is an organisation focused on improving the lives of Victorians and the communities they support.

“The opportunity to use creativity to celebrate not only what people love about RACV, but to connect Australians with new and developing RACV products and services is very exciting.”

Megan Powell, general manager brand and marketing at RACV, said: “We’re delighted to announce that we are working with the team at Dig, and we look forward to partnering with a creative team that shares our commitment to delivering the best outcomes for our Members and customers.”

RACV will begin the transition to working with Dig from October.

‘Wear it With Confidence’ sheds light upon the amount of men who suffer from incontinence and provides them with a platform to speak openly while offering a comfortable and stress free solution in the form of underwear.

In September this year, TENA for men, retailers in male incontinence products, released an integrated campaign via creative agency Dig that encourages men who have suffered prostate cancer and endure bladder leakage to try their new washable, leak-absorbing underwear range.

In partnership with the Prostate Cancer Foundation of Australia (PCFA), the campaign features Ian, Ross and Steve, survivors of prostate cancer wearing the new underwear, photographed and filmed by Simon Harsent.

The men share their stories of dealing with prostate cancer, their experience when facing incontinence, and the relief of having discreet, leak-absorbing underwear they can wear with no fuss.

The integrated campaign is live via PR, digital, social and in-store

Anne Savage, CEO of Prostate Cancer Foundation of Australia, says that this campaign highlights a product that safeguards self-esteem and social strength.

Savage: “Continence concerns are common among Australian men, and especially among men who have been treated for prostate cancer. With more than 240,000 Australian men alive today after a diagnosis of prostate cancer, we know many Australian men will welcome the arrival of a product that safeguards their self-esteem and their social strength.”

Peter Cerny, chief creative officer at creative agency Dig says that the motive behind the work was to bring forth an open conversation about an issue that is rarely discussed.

He said: “An estimated 1 in 4 Australian men have visited the doctor about incontinence, but the issue is rarely openly discussed. It is a condition that can impact confidence and self esteem, often preventing men from doing the things they love. Tena, a leader in male incontinence products launched their new washable, leak absorbing underwear range empowering men to live a more regular life.

“Incontinence is particularly common amongst men who have experienced prostate cancer and there are more than 240,000 Australian men living after a prostate cancer diagnosis.

“Tena worked closely with the Prostate Cancer Foundation of Australia and Dig creative to launch the campaign coinciding with Prostate cancer awareness month. ‘Wear it with Confidence’ will help reduce the stigma associated with incontinence and build confidence to help men get back to doing the things they love.”

Cerny says that the creative goal was to bring to life the confidence men feel when wearing Tena products without resorting to images of men playing golf or going for bike rides, as is the common trope in this type of campaign.

Cerny: “The goal creatively was to bring to life the confidence (through wearing the new TENA MEN underwear) in a way that would cut-through the stereotypical advertising in the category – pictures of older men laughing while playing golf or riding their bikes with cheesy smiles.

“Those expressions do not accurately reflect the experience men go through with incontinence, particularly those recovering from Prostate Cancer. So the creative approach needed to be respectful and sensitive to our talent and their lived experience.

“We leaned into cues from the fashion world to bring a level of aspiration to the campaign. Capturing our talent of Ian, Ross and Steve in beautiful black and white photography brings a credibility and storytelling aspect to the advertising.

“In this light, the product becomes more than just a product that fixes a health condition. It becomes something more aspirational. Helping gives men experiencing incontinence the confidence to get back out there.”

Cerny credits the genuine authenticity and sincerity of the work to commercial photographer, Simon Harsent.

He said: “We were very deliberate in our choice of Simon Harsent for filming and photography, knowing he would capture the sincerity of the message and pay homage to the identity of our talent after surviving prostate cancer.

“Our angles and paired back approach made our talent the story, and ensured the authenticity of their experience was untainted by advertising accessories.”