SPC launches sneaky veg campaign

Coca-Cola Amatil's embattled canned food company SPC Ardmona is reinventing its Baked Beans and Spaghetti products with a new sneaky veg category supported by a TV ad campaign.

SPC Sneaky Veg’ has at least a serve of vegetables that can’t be seen in each can. The TVC, created by Leo Burnett, features different children refusing to eat their plate of vegetables, with some kids using sneaky tricks to avoid eating their greens.

SPC says the new range has been developed with children’s nutritional requirements in mind, with recent research showing that more than half of primary school aged children are not eating the recommended daily dose of fruit and vegetables.

“Our new TVC captures everything that Australians love about the brand, including its humour. I’m sure most parents will be able to relate to the scenarios in the ad when their own children refuse to eat their vegetables,” said SPC marketing and innovation director Bronwyn Powell.

The TVC forms part of a larger digital and PR campaign for SPC’s beans, spaghetti and fruit products that will feature former Australian Olympic swimmer Elka Whalan. The TV ad kicked off last Sunday on Channel 7. Watch it here.