SPC relaunches Goulburn Valley brand via Akcelo
SPC’s Goulburn Valley has undergone a rebrand, launching a new creative platform – ‘Taste the good life’ – with brand experience and innovation company Akcelo.
The new platform coincides with a redesign of the brand’s packaging. Akcelo was tasked with differentiating the brand in an increasingly commoditised category, to attract younger consumers by showing off the new packaging and culinary possibilities of the product.
The ‘Taste the good life’ platform celebrates the rich heritage and provenance of the Goulburn Valley region, where perfect soil, water, climate and growers raise fruit that has all the advantages in life.
The campaign will run across OOH digital and social, with a series of executions that showcase Goulburn Valley fruits across a series of possible recipes, including plum duck salads, fruit salad, apricot appetisers and pear martinis.
One of the outdoor executions
Lisa Rizzardo, general manager – marketing, Goulburn Valley said: “Goulburn Valley has a long and proud heritage, and we want to reinvigorate the brand by demonstrating how versatile the range is across all areas of cooking. In ‘Taste the good life’, Akcelo has distilled the true essence of the brand and brought it to life in a way that will surely attract attention and drive purchase consideration.”
Jon Kenyon, managing partner, Akcelo Melbourne added: “Goulburn Valley is such an iconic Australian brand with great heritage. We’re incredibly excited to relaunch this amazing brand back into the market and invite Aussies to ‘Taste the good life’ with Goulburn Valley.”
The new platform is the first work for SPC from Akcelo with the agency set to deliver more project work across its portfolio in the coming months.
Solid rebrand. Average campaign.
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Tthe rebrand makes them look completely different – and the creative is near unbranded.
This will have taken a lot of money and it’s a complete failure in the making.
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