SPC makes ‘happy little human beings’ in campaign for ‘sneaky veg’
SPC has unveiled a new campaign promoting its new range of Baked Beans and Spaghetti products with “Sneaky Vegetables”.
Targeting parents of younger children, the campaign, created by Leo Burnett, showcases how children often refuse to eat vegetables and how the new product can solve the problem for parents.
SPC marketing and innovation director Bronwyn Powell said: “SPC has been loved by Australian families for more than 100 years. While we’ve changed with the times, it is important our campaign remains true to the SPC brand essence.
“Our new TVC captures everything that Australians love about the brand, including its humour. I’m sure most parents will be able to relate to the scenarios in the ad when their own children refuse to eat their vegetables.
“We’re thrilled to bring back the SPC jingle and revamp our tagline to ’Happy Little Human Beings’ which explains how our new SPC products are making meal time easy for Australian parents and enjoyable for kids.”
The ad forms part of a larger digital and PR campaign for SPC’s beans, spaghetti and fruit products that will feature former Australian Olympic swimmer Elka Whalan.
It will air on Sunday, August 3 on Channel 7.
Credits
- Creative Team: Leo Burnett
- Media Team: Slingshot
- PR Team: Hausmann Communications
Boring.
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I don’t think it is boring at all – I think for any parent (as I am with 2 young ‘uns) it really resonates.
Full disclosure – I work on the media side @ Slingshot and of course am prejudiced somewhat to the brand. However I genuinely think it is a great ad and see no reason to not support it publicly in this forum. It can’t all be shit flinging can it.
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I tend to agree, Mr C,
This is a great example of a campaign where the insight (parents try to trick their kids into eating vegetables by disguising them) is what makes it interesting, rather than necessarily the creative execution per se.
Cheers,
Tim – Mumbrella
This is great!
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The insight is clearly the catalyst for the product development, rather than a stroke of creative genius… and that’s just fine by me.
Too many agencies are clever for the clever’s sake, which can be difficult when polishing a turd on New Products without a well defined customer or insight.
This is a great example of solid integration between Product Development, Marketing and Agency. Kudos.
I’m surprised there’s no mention of it on their website, I kind of want to know what’s in it.
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