Sydney-based FMCG social specialists Grapevine has added another Australian icon to its client roster, securing the social media account for Don Smallgoods. The partnership will see Grapevine lead social strategy, content creation, influencer collaborations and day-to-day community engagement for the beloved brand. For an agency built on understanding how Aussies scroll, snack and share, it’s a pairing that already feels like a natural fit.
For Grapevine founder Chelsea Jarred, the opportunity is more than just another win — it’s a moment of pride. “The privilege of working on such an iconic Australian brand is not lost on us,” she says. Grapevine plans to bring Don’s heritage to life in bold, unmistakable ways, doubling down on content that celebrates the classic “Is Don, Is Good” promise. And yes, fans can expect to see a whole lot of the navy butcher stripe making a comeback across feeds.
The Don Smallgoods appointment follows a string of major milestones for the agency, most notably becoming the full social media partner for Abbott’s Bakery earlier this year. In just nine months, Grapevine has reshaped how Abbott’s shows up online, crafting social-first storytelling that resonates with everyday Australians across TikTok, Instagram, Facebook and Pinterest. Their Gluten Free campaign even delivered a record prompted-awareness lift and drove a noticeable sales spike within weeks of launch — proof that creative built for social really can shift behaviour.
Momentum didn’t stop there. Grapevine was recently tapped to launch Little Big Ice Cream, a new venture from dessert visionary David Sloan. With influencer partners Matt Hey and Katie Gulle already onboard, the agency is setting up the brand for long-term cultural relevance, proving once again that it knows how to capture attention and earn loyalty in competitive categories.
After 18 years of crafting scroll-stopping content and harnessing its PR-led strategic lens, Grapevine has become one of Australia’s most trusted pure-play social agencies. With Don Smallgoods now joining its growing client family, the agency continues to show that when creativity, strategy and genuine connection come together — the results speak for themselves.
