Bringing youthful customers into the baked beans category is powering SPC’s new seem collaboration with Vegemite and creator, DJ Andy Murphy, its advertising manager claims.
Pursuing an preliminary merchandise collaboration in May, SPC Baked Beans and Vegemite have teamed up with Melbourne-based mostly DJ and music producer, Andy Murphy, to develop an original audio monitor. The ‘Ultimate Aussie Mashup’ brings together SPC’s iconic jingle, ‘Hungry little human beans’ with Vegemite’s ‘Happy small Vegemites’ and is affected by the home songs design of the 1990s.
The collaboration was carried out in conjunction with company, Thinkerbell. The keep track of has been added by Murphy to Spotify and is also offered on Apple Music, Soundcloud and Amazon Songs. In addition, the observe is playing nationally throughout the Nova community with a qualified sponsorship of the Fitzy & Wippa breakfast show.
SPC promoting manager, George Dimkin, advised CMO the collaboration of two makes with iconic audio property nicely-acknowledged to more mature people introduced the best possibility to use sound to push cut through with a young focus on marketplace.
“We’re looking to introduce young customers to the category with penetration in the baked beans class at this time strongest amongst previous generations,” Dimkin stated. “As two iconic Australian brands in SPC and Vegemite, a massive section of picking house DJ, Andy Murphy, was the authenticity an accomplished grass-roots local Aussie expertise delivers in desirable to the concentrate on industry.”
Dimkin noticed audio as an impactful way of making psychological link. It’s also truly worth noting making use of 3rd-celebration creators is a new internet marketing tactic for SPC.
“With SPC having lately carried out a model refresh, we observed this as a terrific option to re-energise the brand name and current SPC to individuals as additional relevant and relatable, whilst bringing a little satisfaction to the life of today’s client,” Dimkin continued.
The rebrand followed the 2019 sale of SPC to Shepparton Associates Collective, backed by Sydney-dependent expense companies, Perma Funds Management and The Eights. In late 2020, SPC relaunched its model with a new brand, principles and new message of It is time for better.
The hottest Mashup audio is set to participate in a vital job in SPC’s advertising and content plan, with the Nova advertising and marketing and breakfast radio sponsorship complemented with paid out amplification across TikTok, Meta and Instagram. There’s also an integration across owned and digital channels via microsite, aussiemashup.com.au.
“The audio mashup was a crucial puzzle piece in our ‘Ultimate Aussie Mashup’ platform, which integrates with our print journal and path-to-obtain software to assist our countrywide selection across Coles, Woolworths and top unbiased supermarkets of 425g and 4x220g SPC Baked Beans and Vegemite SKUs,” Dimkin extra.
Thinkerbell chief, Adam Ferrier, stated the objective was an thought that would improve category share, reinvigorate the SPC manufacturer and recruit younger Aussies. The kick off was the partnership with Vegemite to deliver a SPC Baked Beans x Vegemite item to marketplace from Could 2022.
“This iconic Australian collab strategically leveraged the model equity Vegemite has in Australia to turn into related in the minds of youthful Australians,” Ferrier explained. “To push additional excitement and pleasure close to the new SPC and Vegemite Baked Beans, we teamed with an Aussie DJ to mash up the two famous songs: ‘Hungry Little Human Beans’ and ‘Happy Small Vegemites’. 
“We required to play off the prolonged and storied nature of the two manufacturers to develop a nostalgia-inducing musical mashup, having the very best bits from each and every brand’s unforgettable pasts, with a clean new twist. 
“SPC and Vegemite are both iconic Australian brand names that have been intertwined within our lives for decades as a result of breakfast, lunch and tea. Merging their renowned jingles into a up to date unique keep track of felt like an reliable way in which to inject some of the pleasurable back into the baked beans aisle. This audio mashup is impactful in that it connects on an psychological amount, drives familiarity and does the essential job of attracting a youthful viewers.”
As to actions the brand names and agency will be working with to gauge the achievements of this, Dimkin said limited-time period it’s about customer engagement across social platforms and item promote by, demo and repeat invest in.
“In the longer expression, we’re after enhanced invest in intent and model preference for SPC, and income overall performance for SPC Baked Beans and Vegemite SKU range and its in general contribution to the broader SPC Baked Beans portfolio,” he claimed.
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