The Brief

What began as a promotion is now becoming permanent across all SPC brands. Due to the overwhelming response, a rerun was ordered within 2 days. This positive sentiment quickly spread from social media to major news networks and Federal Government. 12 weeks on, the Prime Minister unveiled new labelling legislation, which will be compulsory for all products manufactured in Australia. • 1 million units sold in first month • 17% sales uplift • Engagement 21 times above industry average • 1.2 million direct social interactions • 3.7 million video views • Now #1 Australian FMCG brand for engagement. This initiative transformed the routine purchase of packaged fruit into a highly emotional decision. These cans were no longer merely cans of fruit; they became a beacon for Australian produce. With a genuinely emotional campaign, #MyFamilyCan empowered millions of Australian families and sparked nationwide labelling change. All with a humble can.

Creative Execution

We used the thing at the heart of the issue – the labelling – and overhauled SPC’s most iconic Australian brands to galvanise the nation with a heartwarming initiative called #MyFamilyCan. We dedicated the company’s most valuable real estate to Australian farming families, converting 4 million cans into 4 million conversation starters in every major Australian supermarket. Consumers no longer scoured 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. To intensify the debate we launched an emotional film, TVCs played during large Australian events, substantial PR, nationwide POS, and triggered a surge of support from Australian families with swathes of real-time responsive content. To cement the #MyFamilyCan legacy, we honoured those who showed support with a real family tree in the farmers’ orchards, which will grow SPC fruit for generations to come.

Describe the creative solution to the brief/objective.

SPC is a 100-year old Australian business. Despite many years of memories with SPC brands, consumers are fickle about purchasing their products. It is, after all, merely tinned fruit. Given the link between origin and quality of food, our strategy had a purpose greater than packaging. We deliberately set out to draw the nation into a food labelling debate by empowering consumers in supermarket aisles. By connecting Australians with the people who grow their food, we strengthened consumers’ brand trust enough to pay a premium for it. This rallied the nation around an initiative that drove significant sales.

Results

We used the thing at the heart of the issue – the labelling – and overhauled SPC’s most iconic Australian brands to galvanise the nation with a heartwarming initiative called #MyFamilyCan. We dedicated the company’s most valuable real estate to Australian farming families, converting 4 million cans into 4 million conversation starters in every major Australian supermarket. Consumers no longer scoured 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. To intensify the debate we launched an emotional film, TVCs played during large Australian events, substantial PR, nationwide POS, and triggered a surge of support from Australian families with swathes of real-time responsive content. To cement the #MyFamilyCan legacy, we honoured those who showed support with a real family tree in the farmers’ orchards, which will grow SPC fruit for generations to come.