Courtesy Falls to the Wayside When Black Swan Dips are Served in New Campaign

Monde Nissin appointed Melbourne agency Spinach to lead a master brand relaunch of Black Swan dips – tasking the agency with developing a campaign that connected the Black Swan brand to savvy foodies by emphasizing its market-born real food, and culinary credentials.

“Past Black Swan campaigns have focused on the brand name versus product credentials,” said Black Swan brand manager Marija Skukan.

“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.”


Spinach developed the creative idea “Swan Dive In” which celebrates the joy of indulgence by giving people permission to let go, dive-in and enjoy – while letting nothing get in your path.

Spinach ECD Dom Megna said: “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.”



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
Producer: Beaver
Audio: Production Alley
Client: Monde Nissin, Black Swan Dips
Head of Marketing: Cathy Rixon
Brand Manager: Marija Skukan

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