IT'S hardly the kind of slogan you'd want to attach your well-known face to, but the latest campaign for SPC Ardmona Rich and Thick Finely Chopped Tomatoes has had celebrities practically bashing down the agency's door to be involved.
The first instalment in the campaign appeared in ACP Publishing's Woman's Day with a full page image of—widow of mining magnate Lang Hancock—Rose Porteous with the “Rich and Thick” line featured at the bottom of the image.
Melbourne agency Badjar who created the campaign had the full support of Porteous, according to account director Helen Christopoulos.
"She wants to keep working with us, and when the creative team met with her, she was very keen to tell them about all her talents and how she can be featured in the campaign in other ways," Christopoulos said.
Other "celebrities" lined up to take part in the campaign in the coming weeks include former Australian Rules footballer Warwick Capper and socialite Lilian Frank.
Christopoulos said the agency had "a long list" of well-known Australians they wanted to work with, which it narrowed down to a "top 10".
She said none of the celebrities declined to work on the campaign because of any negative connotations in the tagline. "In fact it was the complete opposite."
Christopoulos said the only celebrities to turn down the offer were those who were too busy or those whose fees were too high.
She said the use of stock photos for the campaign served the purpose of both getting the campaign to market quickly as well as giving the impression that the campaign wasn't necessarily endorsed by the celebrity pictured.
This is the first work Badjar has produced for the merged SPC Ardmona company, but it had a long term relationship with Ardmona.