Title | #SPCSUNDAY |
Brand | SPC ARDMONA |
Product / Service | PACKAGED FRUIT AND VEGETABLES |
Category | A01. Creative Effectiveness |
Entrant | LEO BURNETT MELBOURNE, AUSTRALIA |
Entrant Company | LEO BURNETT MELBOURNE, AUSTRALIA |
Advertising Agency | LEO BURNETT MELBOURNE, AUSTRALIA |
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 |
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.