Campbells Campaigns

Campbells Wholesale, owned by Metcash, is a national wholesaler supplying food and catering products to independent retailers across Australia.

Dan develops brand and marketing campaigns that blend storytelling, strategy, and visual design to drive engagement and elevate Campbells Wholesale’s brand.

Confectionary Carnival is an annual campaign run by Campbells, designed to offer great deals in the confectionary sector just before Halloween. This gives retailers the chance to stock up on candy (lollies) for the busy Halloween period. The campaign has a fun, vibrant, and slightly quirky vibe, inspired by the feeling of a carnival festival. It’s all about creating an upbeat and engaging atmosphere that helps retailers make the most of the Halloween rush while keeping things light and light and playful.

After being off the shelves for several months, Golden Circle Beetroot one of Campbells’ best-sellers, was making its return. The brief was to create a campaign that would let people know it was back, while staying true to the brand’s voice.

We went with a playful headline "Guess Who’s Back", offering a simple yet direct message that would spark curiosity and excitement. The campaign headline was paired with bold type and graphics and was designed to ensure the fan-favourite products' return was noticed, while aligning with the fun, cheeky, no-fuss tone that Campbells is known for.

To promote the Food Service and categories, Campbells launched a three-part campaign tied to the series between NSW and QLD. The idea was to tap into the energy and excitement of the game while engaging the audience through an interactive question: “Who’s side are you on?” The campaign featured two products from each category, one representing NSW (blue) and the other QLD (maroon). This approach encouraged people to pick their side based on their product preference, creating a fun, competitive atmosphere around the brands.

A simple Campaign promoting hot deals on Coca-Cola in store or online at Campbells. One ran mid year and one at Christmas.

To capitalise on the excitement of the AFL and NRL Grand Finals, Campbells created a campaign that was all about enhancing the footy experience. The focus was on their Snacks category, offering everything you need to enjoy the game from the comfort of your couch. The idea was to tap into the thrill of the finals while providing fans with the perfect game-day snacks—those little essentials that make every bite feel like a win. The campaign embraced the fun and energy of the sport, aiming to make each moment of the game even more enjoyable with the right snacks at hand.

Campbells developed two distinct campaigns to promote Halloween and drive engagement across different stages of the season. The first campaign focused on pre-Halloween sales encouraging retailers to stock up on their candy ahead of October 31st. With a clear f, it prompted retailers to come in and grab their stock to be ready for the Halloween rush, ensuring they didn’t miss out on the sweet sales opportunity.

The second campaign was designed to engage the consumer audience during Halloween itself. It invited participation with a fun, interactive question: "Are you a Trickster or a Treater?" The aim was to spark curiosity and excitement among fans, encouraging them to share their Halloween preferences and create a playful connection with the brand. This campaign not only celebrated the holiday but also helped strengthen the emotional connection with the audience, bringing fun and brand interaction to the forefront.

When Campbells launched a new product line, Home Brand Cottonseed Oil, the campaign "Liquid Gold" was created to capture attention and drive sales. The challenge was to make the product stand out, despite its relatively plain appearance (after all, it’s just oil). To make it stand out, we crafted a bold visual that infused the campaign with energy and movement. By using contrasting colours and showing the product splashing into a pool of oil, set against a rich blue background that aligned with the Campbells brand, we turned the stark white product into the undeniable hero. This dynamic imagery not only grabbed attention but also showcased the richness and premium quality of the product, ensuring it made a memorable impact.