Campaign details
Brand: SPC / Goulburn Valley / ArdmonaBrand Owner: SPC ArdmonaLead Agency: Leo Burnett Melbourne, Studio PanchoContributing Agency: Slingshot MediaCountry: AustraliaIndustries: Fruit & vegetablesMedia Channels: Content marketing, Online video, Packaging & design, Point-of-purchase, in-store, Social media, Television, Word of mouth, advocacyBudget: Up to 500k
Executive Summary
Due to a batch of contaminated imports, Australia was experiencing a Hepatitis outbreak, fuelling nationwide alarm about country-of-origin food labelling.
While the nation debated, Australia's largest fruit processor and cannery went to extraordinary lengths to express the Australian...