Campbells Wholesale launches new brand campaign ‘We’ve Got You’ via Paper + Spark

To reignite small business owners’ love for trusted wholesaler Campbells and position the brand as the go-to foodservice destination, creative marketing agency Paper + Spark (P+S) has launched a fresh new campaign that brings this connection to life.

 

Campbells has long been a go-to place for small business owners, offering ease, value, and exceptional service. However, with increased competition and evolving shopping habits, the challenge was to reaffirm its relevance and showcase the expanded ways to shop Campbells today.

The result? ‘We’ve Got You’ – a fun, light-hearted campaign that empathises with the everyday challenges of running a small business and keeping stock levels in check. The campaign positions Campbells as more than just a price-driven wholesaler. Instead, it champions the convenience, ease, and service that make a real difference to busy business owners.

“At Campbells, we make it our business to help your business run smoothly. We’ve got you,” said Anthony Russo, Marketing, Campbells. “We understand the daily pressures of small business owners, and this campaign reinforces that we’re here to make their lives easier with our exceptional service and depth of product offering, while continuing to offer value for money across our range.”

Paper + Spark’s creative execution brings the ‘We’ve Got You’ message to life through a series of humorous, engaging videos that highlight Campbells flexibility and commitment to supporting business owners. The campaign marks a new brand positioning for the wholesale foodservice business, setting it apart from competitors that focus primarily on price.

Says Paul Everson, Director at P+S: “Small business owners don’t just want the cheapest option—they want reliability, service, and efficiency. Campbells understands that, and ‘We’ve Got You’ delivers that message with humour, insight and impact.”

The campaign is now rolling out across digital, social, and in-store channels, reinforcing Campbells’ role as the wholesaler that best understands and supports Australian small businesses, doing everything they can to support their success.

Agency: Paper + Spark
Client: Campbells
Production: Conti Bro’s Film