In an unexpected move for the marketing world, Aussie canned food brand SPC has launched a campaign hoping to become New Zealand’s second favourite canned food brand, via independent agency Thinkerbell.
With a tongue-in-cheek content series, SPC has teamed up with New Zealand’s second favourite Barrett brother, Jordie Barrett (younger brother of fellow All Blacks Beauden and Scott) to really bring home the message of what it is like to be second pick. The four-part video series, which kicked off on Monday, can be viewed here.
Lisa Rizzardo, General Manager Marketing at SPC, says the brand set out to enter the New Zealand market with a bang.
“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, which recently announced its expansion to New Zealand, says 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.”
SPC’s range of sweet and savoury canned products can be found at Foodstuffs and Countdown supermarkets across the North Island, with prices starting at RRP $1.79. Products will be on shelves on the South Island from February 2023.
The work has begun to roll out nationally across outdoor, radio, social, digital, in-store and earned. To find out more about SPC’s launch in New Zealand visit www.spcnz.co.nz/2ndfavourite. To catch Jordie’s video series, visit instagram.com/spc_newzealand.
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
Creative Tinker, Ellen Woods
Creative Tinker, Liv Gorman
Founder and Executive Creative Tinker, Ben Couzens
Lead 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
