Brief Explanation

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.

Results and Effectiveness

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.

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. 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.

Insights, Strategy and the Idea

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.