Company – SPC Ardmona
Agencies – Leo Burnett Melbourne
Market(s) – Australia
Timing – February 6 – 13, 2014
How one simple hashtag grew into a national movement to save a beloved home-grown brand: SPC.
In the face of cheap imports flooding the market, SPC, Australia’s oldest fruit processing company, was under serious threat. 3000 jobs were in jeopardy. Even the Australian Prime Minister refused to help. SPC has long been a part of Australian life. It’s a much-loved Aussie brand, in the ranks of Qantas and Vegemite. This campaign needed save a hundred year old company with a hundred years worth of memories.
SPC’s team monitored the news, waiting for an opportunity to act. Among the debate one woman stood out. Linda Drummond posted using the #SPCSunday hashtag, encouraging friends to eat SPC in support. Her hashtag evolved into a nationwide movement that would win the government’s attention. The SPC team connected the #SPCSunday hashtag with an emotive brand message, and helped connect Linda with PR to grow #SPCSunday’s media presence. This became the first time a social media campaign convinced the Australian government to provide a multi-million dollar bailout to save a company.
On Friday February 7 — after identifying Linda’s tweet on the 6th — Leo Burnett brought their idea to SPC for approval. PR then grew #SPCSunday’s presence in the media and established Linda as the human face of the campaign. In the 48 hours leading up to #SPCSunday, SPC approved content and then entrusted Leo Burnett to amplify the #SPCSunday conversation around the nation.
Leo Burnett spent the next 4 days executing non-stop communications, reaching out through a stream of public tweets, direct messages, Facebook posts (and paid advertising) and LinkedIn, leveraging influencers like prominent retailers and celebrities.
In only four days, shelves emptied and sales boomed as families all over Australia sat around their tables on #SPCSunday, rekindling their love for a proudly Aussie brand. A subsequent rescue package from the Victorian Government secured the future of the company.
#SPCSunday became the #4 trending topic in Australia. From a media investment of $2,500, $5 million was earned. SPC fruit sales saw a 60% increase as well as a new deal with Australia’s largest supermarket valued at $70 million. The government provided $22 million in funds. 3,000 jobs were saved.