Rosella is an iconic Australian brand, but recent times have been tough for the brand with its former owner going into receivership. However, Sabrands came to the rescue, acquiring the company and getting it back on supermarket shelves. Now the task was to it get it flying off the shelves and into consumer’s homes once more.
We decided to tap into the latent good will towards the Rosella brand. Rosella has been a part of Australian culture since before Australia was even a nation. It’s because Rosella gets Aussies, that Aussies get Rosella.
The campaign used Australian themes to spark pride and motivate people to eat Australian, without straying into cartoonish, ocker stereotypes or being overly nationalistic. This was brought to life across print and radio with messaging that was like most Australians – direct, but light-hearted.
The campaign has only just gone live. Watch this space!
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