#MYFAMILYCAN

Short List
Title#MYFAMILYCAN
ClientSPC ARDMONA
Product/ServicePACKAGED FRUIT AND VEGETABLES
CategoryF02. Response/Real-Time Activity (incl. Crowdsourcing)
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA
Media Agency SLINGSHOT MEDIA Sydney, AUSTRALIA

Creative Execution

What we did on shelf we did online. For the first time, SPC’s iconic logos were stripped from social channels and replaced with farmers’ faces – a simple gesture that spoke volumes in the labelling debate. Then we launched a genuinely Australian film and activated the nation through emotive content and real-time response, targeting influencers with a stake in Australian farming, which prompted a groundswell that quickly spread on Facebook, Twitter, Youtube and Instagram. To deepen the connection, we honoured those that showed support online with a real family tree in the farmers’ orchards, which will grow SPC fruit for generations.

Due to the overwhelming response a rerun was ordered within two days, leading to this promotion becoming permanent across all SPC brands. • 1 million units sold in first month • 17% sales uplift In social media, this initiative struck a chord with the nation. SPC is now the #1 Australian FMCG brand for engagement. • 1.2 million direct social interactions • Engagement 21 times above industry average 12 weeks later, the Prime Minister unveiled new labelling legislation, which will be compulsory for all products manufactured in Australia. #MyFamilyCan empowered millions of Australians families and sparked nationwide labelling change. All with a humble can.

Due to contaminated imports, Australia was experiencing a Hepatitis outbreak, causing nationwide alarm about country of origin food labelling. While the nation debated, Australia’s largest fruit processor went to extraordinary lengths to show where their food is from. SPC used the thing at the heart of the issue – the labelling – and relaunched their iconic family of brands to galvanise the nation with a packaging platform called #MyFamilyCan. We dedicated SPC’s most valuable real estate to Australian farming families, converting 4 million cans of their biggest brands into 4 million conversation starters in major Australian supermarkets. Consumers no longer scoured fine print for food they trust. They instinctively bought familiar faces. These cans went into millions of households and ignited a nationwide labelling conversation, plus a surge of support from Australian families. Due to the overwhelming response a rerun was ordered within 2 days, sparking nationwide labelling change by Federal Government.  

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
Links
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