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.


  • Creative Team: Leo Burnett
  • Media Team: Slingshot
  • PR Team: Hausmann Communications

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