SPC is Australia’s largest fruit processing company. Almost 100 years old, we all grew up eating it. But cheap imports were flooding the market and Australia’s beloved brand was under threat. Thousands of jobs were on the line and even the Prime Minister refused to help. We were monitoring the situation closely, waiting for an opportunity to act. Among all the debate, one everyday Australian got our attention.

On Thursday 6th February Linda Drummond tweeted the #SPCSunday hashtag, encouraging her friends to eat SPC on Sunday in support. We knew this could be easily embraced by the nation, but we only had a few days. So we immediately formed a partnership to help turn her hashtag into a corporate Australian success story.

We connected Linda with the media, establishing her as the face of the campaign, and began amplifying the conversation. Our social media response team reached out to key influencers and retail partners, and as the campaign gained traction in mainstream and social media we responded with hundreds of real-time interactions that touched a patriotic nerve.

Within days we’d reached the majority of the nation. Families all over Australia sat around their tables on #SPCSunday, rekindling their love for an iconic brand. SPC fruit sales went up 60%. Twitter impressions totalled 14.9 million. Best of all, SPC was granted a $100 million rescue package, plus a 5 year deal with the biggest supermarket chain in the country, saving 3000 jobs and the future of an iconic Aussie brand.

Upon seeing Linda’s tweet, we quickly recognised the potential of #SPCSunday. Knowing it would be more effective with a human face at the forefront we immediately connected her with PR and media channels to escalate the campaign, and our social media response team began orchestrating the conversation.

We promptly activated the hashtag with an emotive brand message, then approached key stakeholders through a barrage of tweets, direct messages, Facebook posts and Linkedin – almost non-stop for 96 hours. As the campaign gained traction we responded with hundreds of real-time interactions that reignited a country’s love for an iconic brand.

Within a few days we’d reached the majority of the nation. Families all over Australia sat around their tables on #SPCSunday, rekindling their love for an iconic brand. SPC fruit sales went up 60%. Twitter impressions totalled 14.9 million. And SPC was granted a $100 million rescue package, plus a 5 year deal with the biggest supermarket chain in the country, saving 3000 jobs and the future of an iconic Aussie brand.