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