Since its inception in 1895, the sauce and soup company has provided support to local farmers and businesses, and is now encouraging Australians to share their own personal recollections of the brand using the hashtag, #Rosella120.
Dan Presser, chairman, Sabrands, invokes the nostalgia of the past to emphasise the brand’s longevity and status as as an iconic Australian staple.
“We are extremely proud of our history, growing from humble beginnings in a backyard-operation in Carlton to a much-loved Aussie brand,” said Presser.
“Whether it was diggers during World Wars I and II enjoying a little bit of home with every mouthful of our tomato soup on the frontline, or kids through the decades devouring snags smothered in our tomato sauce at school sausage sizzles, Rosella is a taste we all grew up with”.
As part of the campaign, a birthday video featuring messages from Australian celebrities including Jimmy Barnes and Richard Mercer will be rolled out across the company’s digital platforms.
Presser said the company, which was was purchased by Sabrands in 2013, has plans to expand its product portfolio and create more job opportunities in the coming months.
“We intend to continue expanding the Rosella product range and rebuild our share of the Tomato Sauce market”.
“We will continue to create more job opportunities for the Australian labour market because we’ve always been, and always will be, a brand of the people”, he said.