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#SPCSunday media campaign wins APMA Star awards

People-powered social media campaign, #SPCSunday, was recognised as the Grand Prix overall winner at The Communications Council's 2014 APMA Star Awards.

SPC also won the award for the “Best Use of Social Marketing in a Campaign” for SPC Ardmona’s agency, Leo Burnett Melbourne.

The campaign, which started with a community Facebook page and a single tweet, created a national groundswell of support and action in February this year.

SPC Ardmona Marketing & Innovation Director, Bronwyn Powell, said: “We’re thrilled that #SPCSunday was recognised with top honours at last night’s marketing industry awards, but really all credit belongs to Teena Knight, Linda Drummond and the everyday Australians who got behind SPC and our fight.

“All of our workers have been overwhelmed by the amazing support shown by everyday Australians. #SPCSunday was an incredible example of how people can embrace social media and rally behind a cause they truly believe in and make a difference.”

The social media instigated campaign to save SPC started back in April 2013 when Teena Knight, a member of the Goulburn Valley community and from a family of Shepparton growers, recognised that the fruit industry was in crisis and took to social media to encourage Aussies to protect the industry that so many peoples’ livelihoods were dependent on. Teena started the Facebook Page Save SPCA Australian Made and Grown.

Then on Thursday 6 February 2014, Newcastle resident, Linda Drummond, kicked off a social media movement when she declared Sunday 9 February “SPC Sunday” and encouraged Aussies to get behind Australian farmers, workers and communities by enjoying SPC products.

Thanks to the campaign, a $100 million rescue package was granted, saving thousands of jobs and brightening the future of the iconic Aussie brand.

 

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