Sandhurst reintroduces itself to market with biggest campaign ever
Family-owned brand Sandhurst has launched its biggest campaign ever, reintroducing itself to the Australian market, Mumbrella can reveal.
The beloved brand – known best for its Mediterranean-style pickled vegetables – has a fresh focus on lifestyle, entertaining, and overall desirability, with the new campaign showcasing its products as not just pantry staples, but essential elements of modern Aussie dining experiences.
The campaign – ‘Tradizione Preservata’ – has been designed to appeal to younger Australians in order to build a new audience and re-introduce Sandhurst to shoppers.
It hopes to give consumers a glimpse into the brand’s revamped image, while still paying homage to its family heritage.
“We are thrilled to embark on this new chapter for Sandhurst,” Tom Galluzzo, head of marketing at Sandhurst, told Mumbrella.
“Our family-run business has been a household name for generations, and now we’re excited to showcase our products in a bold, modern way, connecting with consumers through their love of food, entertaining, and the Mediterranean lifestyle.”
Kicking off as a nationwide out-of-home and digital brand campaign, ‘Tradizione Preservata’ is the first of its kind for Sandhurst.
It will feature across the country in key outdoor locations.
The brand recently appointed a new media agency partner in Innocean’s recently launched media division.
It is one of three foundation clients for the agency’s new offering. It expands on Innocean’s existing media services, and will integrate with data and creative, aiming to provide a seamless experience for clients.
“We are thrilled to partner with Sandhurst for their first-ever national brand campaign, bringing to life the essence of Mediterranean tradition and quality that the brand is known for,” said Kathryn Furnari, newly-appointed head of media at Innocean Australia.
“This campaign represents not only an exciting milestone for Sandhurst but also for Innocean Australia as we embark on our first media activation in this market.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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