With cheap imports flooding the market, Australia's oldest fruit processing company (SPC) was under serious threat. Three thousand jobs were at risk and the Australian Prime Minister refused to help. Then consumer Linda Drummond posted the #SPCSunday hashtag, encouraging friends to eat SPC in on Sunday support of the company. This case describes how the brand spotted an opportunity and immediately connected Linda with PR to grow #SPCSunday's presence in the media, and begin orchestrating a wider conversation. Using social media, hundreds of real-time interactions were created to tap patriotism among Australians. Sales boomed as the country embraced #SPCSunday, prompting a AUSD 22 million Government rescue package for the business.