The Campaign

We created Preserved Memories, inviting Australians to preserve their most cherished items in specially designed SPC cans. Driven through social media, Australians opened up and shared their deeply personal stories, driving conversation about preserving SPC. Hundreds of precious items were selected and individually sealed inside cans designed around their owners’ memories. This created bespoke and airtight time capsules, protecting the contents for generations to come. The Preserved Memories were heroed online and then returned to their owners. This moved the cans from kitchen cupboards to mantelpieces, creating lifelong connections and fuelling passionate support for the 100-year-old cannery. Preserved Memories turned the tin can into personalised symbols for preserving SPC and Australia’s fruit industry, for generations to come.

Creative Execution

We launched across social media with a film asking people what they’d like to preserve. Over six weeks, there was an outpouring of emotion as Australians shared their deeply personal stories. From war medals to childhood teddies, each item and story drove conversation about preserving SPC. Hundreds of items were then selected, sent in and seamlessly integrated into a label designed around each owner’s memory. Every label was individually customised with the object on the front and its story on the back. Each item was safely preserved inside its own unique can. This created bespoke airtight time capsules, protecting the contents for generations to come. The Preserved Memories were showcased on the campaign’s website and across social media, fuelling support for SPC. The cans were then returned to their owners, who gave their Preserved Memories pride of place in their homes creating lifelong connections and passionate ambassadors for the brand.

Results

SPC Preserved Memories sought to build genuine affection for the brand. The campaign did just that, creating an overwhelming response from Australians who not only shared their own stories, but also became emotionally invested in supporting the cannery. Within days, SPC’s social pages were overwhelmed with messages of support and requests from people to have their memories preserved. In the end, hundreds of treasured objects were preserved, creating deeply meaningful connections between SPC and consumers across the nation. This level of engagement not only strengthened support online, but also where it matters most – Australian homes. • #1 FMCG BRAND FOR ENGAGEMENT IN AUSTRALIA • 230% INCREASE IN MONTHLY SOCIAL GROWTH • 131% INCREASE IN BRAND AFFINITY • Preserved Memories has reshaped how people think about the tin can, helping to preserve SPC and Australia’s fruit industry, for generations to come.

Preserved Memories was an emotionally charged direct campaign that saw the SPC cannery preserve Australians’ most cherished items in SPC cans. Driven through social media and brought to life in the real world, the campaign was a two-way interaction, as Australians shared their deeply personal stories on SPC’s social channels. Hundreds of precious items were selected, sent in and physically sealed in uniquely designed cans. The Preserved Memories were showcased on the campaign’s website and through social channels, then returned to their owners to live permanently in their homes.

SPC has been a trusted favourite for generations of Australians, but in a world of cheap imports and cut prices, people are choosing the cheaper option. After all, a tin can is just a tin can. Our strategy was to make Australians rethink the importance of preserving SPC, by preserving something important to them. Leveraging social media, we were able to get Australians to open up and willingly participate, and then using SPC’s own preserving process emotionally reconnect them with the cannery. By linking the preserving process to people’s personal items, we engaged our audience on a deeply human level, creating a physical bond that encouraged them to actively voice their support for SPC.