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David Jones cooks up a whole new $100 million brand


David Jones cooks up a whole new $100 million brand


David Jones has unveiled a campaign in support of David Jones Food, which launches on Thursday.

David Jones Food is a new brand by David Jones, which will include food halls, a new food market concept, stand-alone food stores and a food brand spanning fresh, grocery and prepared meals.

The new brand will launch on Thursday when the department store opens its reimagined Food Hall concept at Bondi Junction. David Jones is investing $100 million in the business over the next three years.

The multi-channel marketing campaign aims to showcase hero ingredients that underpin the Food offer across retail and food services. A 45-second film by TBWA and Maud, directed by Michael Roulier and Philippe Lhomme, aims to do the same.

It will feature in Hoyts’ Broadway and Entertainment Quarter cinemas for six weeks, and in Bondi Junction’s Event cinemas until November. A fifteen-second edit will be used for digital campaigns across social and David Jones Owned channels.

A 16-page insert was developed, which features recipes, information and interviews with David Jones key food partners including celebrity chef Neil Perry. It appears in today’s Wentworth Courier along with Delicious Magazine in New South Wales.

“We have completely revolutionised our food offering, so we needed a campaign that would give customers a taste of our new brand ethos,” says David Jones chief customer officer Gary Williams.

“The detailed way we shot the film enabled us to showcase the provenance, quality and freshness of our new food offering in a way that is immersive and enticing – reflective of the experience customers will have in our new Food Hall,” he says.

David Jones Food 3


Similar offerings will open in existing stores in Sydney and Melbourne over the next 12 months.


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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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