Bringing the SPC brand back from the brink

Under new ownership and with a firm growth strategy in focus, here's how SPC is hoping to rejuvenate its brand

With a history that stretches back over 100 years, SPC has been a familiar brand in Australian pantries and on supermarket shelves.

But the company had languished in recent years following its acquisition by Coca Cola Amatil in 2005, recording falling sales and significant losses.

In 2019, SPC was sold to Shepparton Partners Collective, which is backed by Sydney-based investment firms, Perma Funds Management and The Eights. Since then, the new owners have set about revitalising the SPC brand, relaunching with a new logo and a new brand message of It’s time for better.

One of the new hires made since the acquisition is former Ferrero executive, Bree Vidovich, who has joined SPC as chief commercial officer.

“I landed at a time when SPC was completely hidden,” Vidovich tells CMO. “And it was now back owned by Australians, so it was time to signal things were different. We needed to be visible, and we needed to let not only our consumers know, but also the industry, that the iconic SPC that they knew and grew up with is different to the SPC of today.”

The key idea behind the rebrand is to position SPC as a leader in agricultural production and food manufacturing.

“We have devised a new purpose of creating better food for the future, which means we can really go forward,” Vidovich says. “It is so much more than baked beans and spaghetti.”

Part of her task is to bring prominence to the sub-brands SPC owns, including the historic Goulburn Valley and Ardmona brands. This brand family now also includes the SPC ProVital range, which is targeted at consumers with fine motor skill difficulties, and SPC’s 2020 acquisitions of pomegranate brand PomLife, and its majority stake in local frozen meals company Kuisine Co, whose own sub-brands include The Good Meal Co, The Gluten Free Meal Co and Simply Special.

“The brands we have are loved and there is equity in them, and we just need to make them relevant again,” Vidovich says. “And what I have been brought on to do is connect this vision that the leadership has, and recreating this corporate identity talks to what our ambition is.”

The revitalised company has ambitions that go beyond just re-establishing its place in the hearts and minds of Australians, however.

“It is about building an inclusive food movement that isn’t only about our company, but something that the food industry in Australia can get behind,” Vidovich says. “We must be able to provide better consumer offers and better choices and engage growers and industry partners to create these better choices in an accessible and affordable way.

“We’d like to consider that as a rallying point for other Australian manufacturers and suppliers.”

Hence an important part of Vidovich’s role is to bring innovative and creative thinking into the business to show that it can meet the diverse needs of Australian consumers.

“We know consumers expect more, and they certainly make their choice at the shelf,” she continues. “They want food that is better for them and that provides them with more nutrition. They want it to be convenient but affordable, and they want it to be sustainable.”

Besides the new logo and brand message, Vidovich is now rolling out a set of brand principles which will help demonstrate the creativity and innovation within the company.

“The logo is a way to symbolise that we are different,” she says. “This is a new SPC and we want to make it as recognisable and relevant as the multinational companies that we are competing with.

“The ambition is to take this great Australian iconic company with its fantastic brands that have so much value, bring it back from the brink and forge forward. We not only want to take it back to being great in Australia, but also to take food that is really viable as a proposition overseas.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in