Title | #MYFAMILYCAN |
Brand | SPC ARDMONA |
Product / Service | PACKAGED FRUIT AND VEGETABLES |
Category | C01. Fast Moving Consumer Goods |
Entrant | LEO BURNETT MELBOURNE, AUSTRALIA |
Entrant Company | LEO BURNETT MELBOURNE, AUSTRALIA |
Advertising Agency | LEO BURNETT MELBOURNE, AUSTRALIA |
Media Agency | SLINGSHOT MEDIA Sydney, AUSTRALIA |
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 |
Due to contaminated imports Australia was experiencing a Hepatitis outbreak. This caused 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 – to galvanise the country with a heartwarming initiative called #MyFamilyCan. We dedicated SPC’s most valuable real estate to Australian farming families, converting 4 million cans into 4 million conversation starters in major Australian supermarkets. Consumers no longer scoured fine print for food they trust. They instinctively bought familiar faces.
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.
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. We also launched an emotional film, POS, PR and pre-roll advertising, then activated the nation with influencer outreach, real-time response and ‘branded’ content all led by farming families, not brands. This prompted a groundswell that quickly spread online. 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.
SPC is a 100-year old business. Despite many years of memories, consumers are fickle about purchasing SPC 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. With a multi-channel approach, we set out to draw the nation into a food labelling debate by empowering consumers in supermarket aisles. #MyFamilyCan was deliberately designed to be an interaction between families, farmers and three SPC brands. With farmers at the forefront, we used the product to drive the hashtag. And we used the hashtag to drive sales.