Bronze Spike

Case Film

Presentation Board

CategoryA08. Use of Social in a Media Campaign


Name Company Position
Linda Drummond Linda Drummond Media Creative
Jason Williams Leo Burnett Melbourne Executive Creative Director
Andrew Woodhead Leo Burnett Melbourne Creative Director
Chris Steele Leo Burnett Melbourne Community Manager
Tim Shelley Leo Burnett Melbourne Digital Art Director
Callum Fitzhardinge Leo Burnett Melbourne Senior Copywriter
Matt Peters Leo Burnett Melbourne Digital Designer
Nicole Ross Leo Burnett Melbourne Executive Digital Producer
Ari Sztal Leo Burnett Melbourne Group Account Director
Kenneth Chow Leo Burnett Melbourne Account Manager
Jon Manning Open Haus General Manager
Nicole Schulz Open Haus Senior Account Director
Seon Peberdy Open Haus Senior Account Executive
Peter Kelly SPC Ardmona Managing Director
Bronwyn Powell SPC Ardmona Marketing And Innovation Director – Australia/International
Mark Connolly SPC Ardmona Head Of Brand Marketing
Mike Murray SPC Ardmona Senior Brand Manager

Results and Effectiveness

In only a few days we reached half the nation. Thanks to the #SPCSunday campaign an iconic brand was saved, along with the fates of 3000 workers. It has gone down as a remarkable corporate Australian success story. • 14.9 million Twitter impressions in 4 days. • $5 million earned media with only $2500 paid media. • 82% of all #SPCSunday tweets were retweeted. • SPC fruit sales up 60%. • New deal with Australia’s largest supermarket chain, worth $70 million over 5 years. • $22 million Government funding. • 3000 jobs secured. • And #SPCSunday lives on. Every Sunday since, Australians continue to show their support.

Creative Execution

We immediately recognised the potential for the campaign and employed speed, key influencer outreach and volume of communications as our prime tactics to drive it forward. Within minutes of Linda’s tweet our social media response team began executing our plan by activating the #SPCSunday hashtag with an emotive brand message. Then we started reaching out to key stakeholders through a barrage of public tweets, direct messages, Facebook posts and Linkedin. As we brought the campaign to the attention of more influencers, big businesses and celebrities with big Twitter followings, we ignited more fervour through strategic and paid Facebook advertising, media kits to key social stakeholders and delivered #SPCSunday to the media as a hot topic to exploit. The execution phase continued almost non-stop for 96 hours. We knew to help rescue this 100 year old company, there could be no lull in comms over the campaign period.

Insights, Strategy and the Idea

SPC is Australia’s oldest fruit processing company. But cheap imports were threatening this beloved brand. 3000 jobs were unsafe and the Federal Government refused to help. Among the political debate, one everyday Australian stood out. On Thursday 6th February Linda Drummond posted the #SPCSunday hashtag, encouraging friends to eat SPC on Sunday in support. We recognised this could be embraced by the nation, but we only had a few days. We immediately connected Linda with PR to get her in the media, and our social response team began orchestrating the conversation. We activated the hashtag with an emotive brand message and reached out to prominent Australians to escalate the campaign. As #SPCSunday gained traction we responded with multiple real-time interactions that touched a patriotic nerve. To help SPC back on its feet we rekindled the country’s love for an iconic brand. Not just driving the debate, but also driving sales.