#MYFAMILYCAN

Title#MYFAMILYCAN
ClientSPC ARDMONA
Product / ServicePACKAGED FRUIT AND VEGETABLES
CategoryE01. Foods
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA
Media Agency SLINGSHOT MEDIA Sydney, AUSTRALIA

Brief Explanation

To take on these cheap imports our objectives were very clear and challenging: 1. Get people buying - increase sales without resorting to discounting 2. Get people talking - increase SPC’s relevance by growing the brand conversation At time when Australians were extremely sensitive about feeding their families, we deliberately set out to draw the nation into a food labelling conversation. Our goal was to empower Australian consumers by enabling them to make informed shopping decisions more easily. In doing so, it was our intention to rally the nation around an initiative that would drive a significant volume of sales.

The Brief

SPC is the oldest fruit processing company in Australia. With a famous family of household brands, these iconic products have been on supermarkets shelves and in Australian family homes for generations. Representing one third of the entire category they are also the largest fruit processor in Australia. Despite this position their marketing budgets are small, as they have found it very difficult to compete with foreign goods. A proudly Australian company, their business has been severely hampered by cheap imports. In the absence of any legislative protection, consumers kept turning to the cheapest alternative regardless of brand or origin.

How the final design was conceived

An unexpected set of circumstances provided an opportunity for SPC. A contaminated batch of imported berries caused a Hepatitis outbreak, sparking widespread alarm about food labelling. While the Government deliberated and the category resisted change, SPC went to extraordinary lengths to show where their food was from, and more importantly who made it. SPC used the thing at the core of the issue – the labelling – and deliberately redesigned their iconic family of brands with a heartwarming initiative called #MyFamilyCan. What was once a family in name only is now a family united by design. We converted 4 millions cans of SPC’s biggest brands into 4 million conversation starters in every major Australian supermarket. Consumers no longer needed to scour fine print for food they trust. They instinctively bought familiar faces. More significantly, the cans went home to millions of households and ignited a nationwide labelling conversation. What is category defining about this idea is that SPC put real farming families ahead of the product. Sales are dependent on consumers quickly recognizing the iconic branding. To overhaul its most valuable properties is a substantial undertaking; as one third of the category, risking such significant sales is incredibly courageous.

Indication of how successful the outcome was in the market

Initially intended to be a fruit promotion, #MyFamilyCan quickly left its mark on society. Due to the overwhelming response a rerun was ordered within 2 days, and it’s now becoming a permanent fixture across the entire SPC range. This positive sentiment rapidly spread from supermarkets to media and Federal Government. 12 weeks on, the Prime Minister unveiled new labelling legislation, which will be compulsory for all products manufactured in Australia – a massive win for the countless Australians who showed support online. • 1.2 million direct social interactions • 3.7 million video views • Engagement 21 times above industry average • Now #1 Australian FMCG brand for engagement. This design began to change the way Australian families think about the category. The new labels transformed the routine purchase of packaged fruit into a highly emotional decision. Instead of shopping for the cheapest alternative, consumers willingly supported the farming families on shelf, despite the extra cost. No longer merely cans of fruit; these cans became a beacon for Australian-grown produce. • 1 million units sold in first month • Rerun ordered within 2 days • 17% sales uplift With this highly emotive packaging platform, #MyFamilyCan empowered millions of Australians and sparked nationwide labelling change. All with a humble can.  

Credits

Name Company Position
Jason Williams Leo Burnett Melbourne Executive Creative Director
Blair Kimber Leo Burnett Melbourne Senior Art Director
Callum Fitzhardinge Leo Burnett Melbourne Senior Copywriter
Tim Shelley Leo Burnett Melbourne Digital Art Director
Matt Portch Leo Burnett Melbourne Senior Designer
Chris Steele Leo Burnett Melbourne Head of Social
Ari Sztal Leo Burnett Melbourne Group Account Director
Kenneth Chow Leo Burnett Melbourne Account Manager
Kaelene Morton Leo Burnett Melbourne Production Manager
Chris Miles Leo Burnett Melbourne Studio Manager
Maria Borowski Leo Burnett Melbourne Producer
Brandon Rice Leo Burnett Melbourne Social Creative
Katelyn Testa Leo Burnett Melbourne Social Creative
Matt Peters Leo Burnett Melbourne Social Creative
Jenni Rowbottom Leo Burnett Melbourne Community Management
Christopher Ireland Pool Collective Photography
Adam Ciancio Pancho Director
Aaron Farrugia Pancho Director Of Photography