#SPCSUNDAY

Title#SPCSUNDAY
BrandSPC ARDMONA
Product / ServicePACKAGED FRUIT AND VEGETABLES
CategoryA01. Creative Effectiveness
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Melbourne Executive Creative Director
Linda Drummond Linda Drummond Media Creative
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

Brief Explanation

This campaign didn’t follow a traditional approach; we lacked the luxury of both time and money. In fact there was no client brief at all, just unique and terrifying circumstances facing SPC, Australia’s oldest cannery. SPC was set for closure within months. As audacious as it sounds, our objective was to help save the company. The best chance for survival would be to secure government funding. However, in order to do this, it would be necessary to show that SPC was a company worth saving. We created a nationwide call to buy something to say something. Social listening uncovered a lifeline in the form of a tweet, which we transformed into a nationwide campaign. #SPCSunday and the overwhelming national support that it rallied, demonstrated to the government that SPC was a company worth saving. As a result, the Victorian Government gave SPC a multi-million dollar rescue grant. The success of #SPCSunday, however, stretched even further than the survival of the company and thousands of people’s jobs. SPC experienced the longest and greatest period of consistent growth that the company had experienced in over two years. Despite a modest investment of just $2,500 in social media, SPC doesn’t only survive; it thrives. And the best part of all? #SPCSunday lives on. Every Sunday since the campaign, Australians continue to show their support. A truly remarkable Australian success story.