KR Castlemaine: Country Women's Association

DDB Group Melbourne has launched a new TVC for KR Castlemaine (KRC) which not only signifies a regeneration of the brand's advertising but announces a partnership with one of Australia's most revered organisations, the Country Women's Association of Victoria (CWA).

Building on the sentiment that KR Castlemaine’s bacon and hams are proudly 'made with the care of the country', the campaign shows KRC making the logical connection between taste and testing by putting its products under the scrutiny of the CWA.

Castlemaine is a region steeped in history and symbolises what the KR Castlemaine brand and its products are about – authenticity. This is reflected in the fact that real people, and not actors, were used as the stars of the commercials – many of whom were local CWA members.

With the 30" TVC rolling out nationally this Sunday 29th May, followed by a 15" version on 19th June, the campaign will supported with full outdoor media.