Melbourne-based integrated agency Spinach has been appointed by food manufacturer Monde Nissin to lead a brand relaunch for its Black Swan dips, following a competitive pitch.
The agency was tasked with developing the campaign to connect the Black Swan brand to foodies, by emphasising its culinary credentials.
The campaign, titled ‘Swan Dive In,’ celebrates the joy of indulgences by showcasing people letting go and diving in to enjoy the dips.
Black Swan brand manager, Marija Skukan, said: “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.”
“The unique thing about dip is when you take off the lid, the lid’s off. It’s an open invitation to dive in.”
Dom Megna, Spinach executive creative director, commented: “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,” Megna said.
The brand relaunch includes new packaging and overall design of the dip range, while the campaign is rolling out across BVOD, YouTube, proximity OOH to supermarkets, and 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
Audio: Production Alley
Client: Monde Nissin, Black Swan Dips
Head of marketing: Cathy Rixon
Brand manager: Marija Skukan