Leo Burnett Melbourne has pulled three SPC Ardmona brands from Ogilvy, including the iconic baked beans, spaghetti and packaged fruit brand SPC.

Leo Burnett is now responsible for all integrated communications on SPC, jam and marmalade brand IXL and gourmet condiments range Taylor’s.

The appointment is effective immediately.

Bronwyn Powell, marketing and innovation director, SPC Ardmona said: “We have an ambitious agenda for our company and our brands. It’s a very exciting time, and we need a strong, innovative creative partner to help us deliver. Leo Burnett is an excellent fit with our business, both in terms of culture and capabilities.”

Melinda Geertz, chief executive Leo Burnett Melbourne, added: “This is a business we feel passionate about. These are iconic brands that are supporting hundreds of farmers here in Victoria, and the client has so much determination to innovate and grow. We are delighted to have the opportunity to partner with them.”