SPC Ardmona has had a roller coaster year. In January, things looked grim when the government refused to help it out to the tune of $25m. In February, it faced the likelihood that it would close within a month. In March, it landed a $70 million deal to supply Woolworths with Australian grown canned fruit.
Eventually SPC received $22m from the Victorian Government and $78m from parent company, CCA.
And now it has a new look and a new logo, “to reflect the changes the business is undergoing to transform from a cannery to a modern, dynamic and innovative snack food company”.
It even has a top tier advertising agency network, Leo Burnett, making sure it is a worthy contender for Australia’s attention.
The new design will appear on all of SPC’s brands like Goulburn Valley, IXL, Taylors, Ardmona and Henry Jones, making it easier for consumers to identify these brands as part of the SPC family.
“Our existing logo has been around in varying forms for 96 years so it was time to evolve the brand to reflect the company’s transition to a modern food company,” stated SPC marketing and innovation director, Bronwyn Powell.
“A warmer, lower case font has replaced the old, rigid upper case letters to create a more contemporary feel and the addition of the leaf motif represents growth and SPC’s positive new direction.”
“Australian shoppers have really gotten behind SPC, but many consumers are unaware we have so many other great brands that are all part of the SPC family. By featuring the new logo across all our products, we hope all our brands will benefit from the recognition and unprecedented support generated for the core SPC brand,” Powell acknowledged.
“Consumers will now be able to easily identify all brands in the SPC family and know they’re purchasing the highest quality, home grown, clean, green products.”
SPC’s new branding will start to be seen on products from late June and feature on the company’s revamped website from August 1.
