This article first appeared on Convenience & Impulse Retailing, authored by Tom Oakley-Newell

SPC’s diced-fruit brand Goulburn Valley has delivered a new logo, packaging design, and campaign across all of its products.

The new campaign, Taste the Good Life, was developed to celebrate the quality of the fruits and the heritage of the Goulburn Valley region, where the fruits have been grown since 1979.

Rebecca Tilley, Marketing Manager at SPC, said they wanted to reinvigorate the brand by demonstrating how versatile the range is across all areas of cooking.

“With rich soil, flowing water and an abundance of sunshine, the Goulburn Valley is the beautiful home of our produce. Not only does our produce taste delicious, achieving an appetizing look is something we are as equally passionate about.”

Rob Giles, CEO of SPC, said the campaign, which is the company’s first since it bought the company from Coca-Cola Amatil, reflected the company’s core value of ‘better food for the future’.

“Taste the Good Life is dedicated to the richness of the Goulburn Valley and the careful packaging that delivers our produce to people around Australia and globally.”