New Australian TV Show Satirizes Private Brand

CheckoutA new ABC (Australian Broadcasting Commission) show, The Checkout, will debut tonight focusing on grocery Private Brand products that grow in prominence in the Australian grocery market. The Checkout is a new satirical consumer affairs series presented by Julian Morrow and Craig Reucassel that turns consumer TV on its head.
In this week’s second episode, Craig Reucassel satirizes what he sees as the “Copycat” practices of Australian retailers Coles and Woolworths who keep on undercutting national brands by copying their intellectual property.
Over the last few years the debate in Australia over Private Brand has been a quite contentious issue with manufacturers accusing retailers of deliberately misleading customers as well as giving themselves unfair advantages.
The Checkout airs tonight at 8pm on ABC1 (unfortunately it is only available in Australia) here is the title sequence for the show.

The Checkout TV Show Title Sequence from Duncan Elms on Vimeo.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.