Black Swan kicks off first marketing push in a decade

Sarah Homewood
By Sarah Homewood | 1 October 2015
Black Swan ad

Food business Monde Nissin has rolled-out the first advertising campaign for Black Swan dips in a decade.

The Philippines-based firm acquired the dip maker in 2014 for a reported $115 million, and the business has now commissioned Publicis Mojo Melbourne to create the first concerted advertising investment in Black Swan for at least 10 years.

Chris O’Sullivan, CEO and managing director of Monde Nissin, said, “Black Swan is a uniquely Australian brand that has grown organically over time, based on its product quality.

“Publicis Mojo has developed a compelling platform to accelerate Black Swan’s sales and we are backing it with this new campaign.”

The campaign focuses on the tagline 'Bringing people together since forever' with the ads showcasing two scenarios, one in a supermarket in front of the dip aisle and the other at a dinner party, in both cases the main character is stalked by a Black Swan until they try the dip.

Grant Rutherford, chief creative officer of Publicis Mojo, said, “It's rare you get an idea that has such beady eyes staring you right in the face. It's infinitely campaignable and distinctly ownable for the Black Swan brand.”

The campaign will run nationally across TV, as well as through shopper marketing and digital channels.

Watch the ads for yourself below:

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