With cheap imports flooding the market, Australian’s oldest fruit processing company was under threat. 3000 jobs were unsafe and the Government refused to help. One everyday Australian took a stand. Linda Drummond posted the #SPCSunday hashtag, encouraging friends to eat SPC in support.
We recognised this could be embraced by the nation. So we immediately connected Linda with media, and orchestrated the campaign with a barrage of real-time interactions that helped turn Linda’s hashtag into a corporate Australian success story.
Australians showed their love for an iconic brand.
Thanks to the #SPCSunday campaign, SPC was granted a rescue package from the Victorian Government, plus a 5 year deal with Australia’s biggest supermarket chain, saving 3000 jobs and the future of a beloved Aussie brand.