Connecting the brand as the underdog.
Australian canned food brand SPC has released an unexpected campaign via independent agency Thinkerbell.
Knowing that they face formidable competition in the New Zealand canned food market, SPC has taken a humble approach to success, hoping to become New Zealand’s second favourite canned food brand.
To reinforce the message of its aspiration to become New Zealand’s second favourite canned food brand SPC has teamed up with New Zealand’s second favourite Barrett brother, Jordie Barrett, to bring to life the essence of what it’s like to be second pick. Jordie is releasing an entertaining content series via his Instagram account to celebrate all things second.
Lisa Rizzardo, general manager marketing at SPC, said: “We set out to enter the New Zealand market with a bang, plus wanted to create something that would get Kiwis considering SPC. We’re for anyone who knows what it’s like to be second-pick. Almost the best. We’re for Kiwis who don’t need to stand up and beat their chests, but are happy to sit back with something delicious and enjoy.”
Jim Ingram, chief creative tinker and co-founder of Thinkerbell, said: “SPC wanted to celebrate its launch as a new canned food brand in a light hearted way. So we connected the brand as the underdog, the runner up that deserves just as much of a spot in the limelight.”
Credits:
SPC - Client
Marketing Manager Fruit, Steven Blakers
Head of Social & Content, Cameron Jenkins
Chief Commercial Officer, Tara Lordsmith
General Manager Marketing, Lisa Rizzardo
Thinkerbell - Creative & Earned Lead Earned Thinker, Lauren Myers
Earned Thinker, Sophie Sager
Thinker, Romy Stubbings
General Manager - South, Jaime Morgan
Brand Thinker, Liz Graydon
Founder and Chief Thinker, Adam Ferrier
Head Thinker, Suzi Williamson
Head Earned and Owned Thinker, Anjana Khallouf
Creative Tinker, Megan Latter C
reative Tinker, Ellen Woods
Creative Tinker, Liv Gorman
Founder and Executive Creative Tinker, Ben Couzens L
ead Production Tinker, Michael Debach
Head of Craft, Keir Vaughan
Rad Lab - Production MD / Creative Director, Jared Donkin
Producer, Ben Geradts Editor, Ben Loader
Stills Retoucher, Kaelin Wade
Can Rendering Ben Findlay
Avenue C - Media Media Director, Morag Cahill
Business Director, Carol Kearney
