Independent agency Akcelo has been appointed as the creative agency for Australian FMCG business SPC Global.

The deal will see Akcelo leading strategy, creative, and design across SPC Global's key properties, including SPC, Goulburn Valley, and Ardmona. This partnership builds on Akcelo’s previous work with SPC, having helped launch the brand Street Eats last year.

"It’s a really exciting time for SPC and we have big goals in play for 2024. Akcelo understands our business, our challenges and opportunities. They translate these needs into bold and brilliant work - that's their secret sauce. We’re confident that Akcelo's innovative approach and big thinking will help us to take SPC into its next exciting phase," said Chief Marketing Officer at SPC, Peta Allsopp.

Akcelo's appointment comes at a time when SPC has set ambitious goals for 2024. The agency's role will be crucial in helping the brand achieve these targets, the FMCG said. New strategy and packaging work has already begun across a number of brands, indicating a proactive start to the partnership.

"It’s no exaggeration to say that SPC is an iconic Aussie brand, and we’re all tremendously excited they’ve put their faith in Akcelo to help spearhead their ambitious growth plans. We’re looking forward to bringing the benefits of a truly modern approach to marketing some of Australia’s favourite products and connecting them with a whole new generation of consumers," said Managing Partner Melbourne at Akcelo, Jon Kenyon.

The appointment of Akcelo signals a significant step in SPC's strategic growth plan.

"This is a portfolio of incredible brands with a history of putting category-defining work to market. The creative ambition is high at SPC, and the opportunities for innovation are endless. We can’t wait to get started," said CEO at Akcelo, Aden Hepburn.