SPC Ardmona recently launched two new products to hungry Australian consumers - the SPC BIG™ Bean Bar and SPC BIG™ Bean Pocket. Positioned as the perfect snack for on-the-go tradies and students, the new range represents just how versatile the humble baked bean can be – for the first time bringing SPC baked beans wrapped in golden, flaky pastry to bean lovers everywhere.

The campaign idea centres around the lost “art” of one-handed language, a communications method Australian blokes have practiced for ages but never really celebrated, until now. Central to the online experience is a series of videos (Directed by Clayton Jacobsen of “Kenny” fame) featuring personalities, Bryan "Strauchanie" Strauchan and ex AFL footballer, Warwick Capper in a number of suitably ‘deep’ scenarios from blokes that refuse to shut up even with their mouths full. There are over 40 shareable cards of Strauchanie where he teaches blokes via animated GIF the art of the one-handed language, perfect for sharing on social networks, and the campaign site is mobile and tablet optimised for the always-on and ever-connected target audience. To drive awareness of the new range, we also created a suite of mobile banners and produced video pre-roll advertising, leveraging our talented personalities.

With the campaign still fresh and in-market, results to date look promising - expect the new SPC BIG™ range to continue to grow market share.