SPC's latest campaign for its Goulburn Valley brand, 'Where Flavour Gets Its Flavour', is projected to reach an audience of 4.6 million through out-of-home activity and 450,000 across social channels.

The 8-week brand awareness campaign, which kicked off in March, utilised high impact media including Large Format OOH, Retail Shopperlites and Social. The campaign's creative focus was on the premium fruits from the Goulburn Valley featured in its products - peach, pear and apricot, also showcasing the brand's recently revamped logo and product design.

The campaign was created in partnership with creative agency Akcelo, and media agency Avenue C, with over 200 static and digital retail panels and 237 transit panels rolled out across Sydney and Melbourne.

"A combination of high impact transit and retail panels to drive mental availability so our audience is primed both before, and when preparing for their grocery shop. Transit allowed us to deliver longevity in market, with all formats and panels running for a minimum of 8 weeks," said SPC chief marketing officer, Peta Allsopp. "This ensured we had enough weights in market to deliver impact and maximise SOV as Goulburn Valley is re-affirming its position as the most premium & flavourful fruit brand."

The Goulburn Valley brand, which is 45 years old, underwent a rebrand 18 months ago, introducing new premium design elements, a fresh logo, and a new brand platform, 'Taste the good life'.