#SPCSunday - The hashtag that saved a 100 year old company

This case study explains how SPC, an Australian processed fruit brand, used a real-time social media strategy to revive its brand and increase sales.

#SPCSunday - The hashtag that saved a 100 year old company

Ilona Janashvili and Alex CarrollLeo Burnett Melbourne

Breaking Planning Convention

This paper doesn't follow a traditional planning approach; we didn't have the luxury of time or money. In fact, there was no client brief, just a unique and terrifying set of circumstances facing SPC.

This is a demonstration of adaptive planning in action and the impact it had on Australian's, the market, retailers, big business and Government. SPC Sunday leveraged a key insight about the people that matter to the SPC brand and a vital cultural tension that...

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