SPC cam­paign wins Bronze Spike

Shepparton News - - NEWS - By Barclay White

An in­no­va­tive ad cam­paign that put our farm­ers front and cen­tre has won a key mar­ket­ing award.

SPC’s Goul­burn Val­ley Food Tours ad cam­paign picked up the Bronze Spike at Spike Asia Fes­ti­val of Creativ­ity in Sin­ga­pore.

It was up against tough com­pe­ti­tion from across Aus­tralia and Asia, in­clud­ing Pep­sico, KFC and Nike.

The cam­paign show­cased the peo­ple and per­son­al­i­ties who sup­ply fruit to Goul­burn Val­ley and SPC and in­vited cus­tomers to get to know the farm­ers.

SPC se­nior brand man­ager Gil­lian Ka­pu­ruban­dara said the cam­paign worked be­cause Aussies loved to know more about the food rather than just the shop to buy it from.

‘‘We found it in­cred­i­ble that the Goul­burn Val­ley re­gion, de­spite its great of­fer­ings, had re­mained rel­a­tively undis­cov­ered as a foodie des­ti­na­tion for so long,’’ Ms Ka­pu­ruban­dara said.

‘‘Our cam­paign used co­or­di­nates on pack and an in­ter­ac­tive vir­tual tour to go beyond just telling con­sumers where their fruit is grown and in­stead dis­cover it for them­selves.’’

Al­though the cam­paign fea­tured pre­dom­i­nately on tele­vi­sion, it also in­cluded a web­site that was more about sell­ing the en­tire Goul­burn Val­ley than just the food or prod­ucts it is known for.

An in­ter­ac­tive map on the web­site shows peo­ple where they can find great sights across the Goul­burn Val­ley, in­clud­ing Mitchel­ton Wines and the Great Vic­to­rian Rail Trail.

It even high­lights pop­u­lar restau­rants and bed and break­fasts ideal for a week­end foodie getaway.

‘‘The re­sponse on so­cial me­dia from lo­cals has been fantastic, with many lo­cals recog­nis­ing peo­ple and places we’ve high­lighted with the cam­paign and join­ing the con­ver­sa­tion with their own sto­ries of what makes the re­gion so spe­cial,’’ she said.

‘‘We’ve also seen a great re­sponse from peo­ple look­ing to visit the re­gion and plan­ning their trips with the help of the site.’’

Ac­cord­ing to data from SPC, the cam­paign in­creased brand en­gage­ment and brand sen­ti­ment. ● To see the cam­paign for your­self, go to www.dis­cov­er­goul­burn­val­ley.com

Pic­ture: Julie Mercer

You rip­per: An ad cam­paign fea­tur­ing local farmer Max Wright has won a big mar­ket­ing award.

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