SPC Ardmona Homegrown
In the face of cheap imported Italian tomatoes, sales were declining for Australian grown icon Ardmona Tomatoes.
We needed to reinforce to Australian home cooks that Australian grown tomatoes were superior in quality and flavour and a far superior choice to watery, imported Italian toms.
In the face of cheap imported Italian tomatoes, sales were declining for Australian grown icon Ardmona Tomatoes.
We needed to reinforce to Australian home cooks that Australian grown tomatoes were superior in quality and flavour and a far superior choice to watery, imported Italian toms.
Our ‘Distinctively Homegrown’ media strategy meant that media only appeared in homegrown Australian content; homemade TV shows, iconic Australian magazines and purely Australian online content. We partnered with homegrown Australian talent such as Shane Delia to produce bespoke Aussie recipes both in print and online. We even allowed people to grow their own homegrown tomatoes by using seeded paper in Delicious Magazine that they could pull out, plant and grow! A media first!
Our ‘Distinctively Homegrown’ media strategy meant that media only appeared in homegrown Australian content; homemade TV shows, iconic Australian magazines and purely Australian online content. We partnered with homegrown Australian talent such as Shane Delia to produce bespoke Aussie recipes both in print and online. We even allowed people to grow their own homegrown tomatoes by using seeded paper in Delicious Magazine that they could pull out, plant and grow! A media first!
