#MYFAMILYCAN

Bronze Spike

Case Film

Presentation Board

Title#MYFAMILYCAN
ClientSPC ARDMONA
Product / ServicePACKAGED FRUIT AND VEGETABLES
CategoryB01. Fast Moving Consumer Goods
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA

The Campaign

Due to a batch of cheap, contaminated imports Australia was in the midst of a Hepatitis outbreak. This caused nationwide alarm about country of origin food labelling. It was the biggest news story in the country – we knew that instigating a labelling conversation would gain major media traction, and only one company was willing to act. Australia’s largest fruit processor (SPC) used the thing at the heart of the issue – the labelling – and overhauled their most iconic Australian brands to galvanise the nation with a heartwarming initiative called #MyFamilyCan. We dedicated the company’s most valuable advertising real estate to Australian farming families. In doing so, we converted 4 million cans of SPC’s biggest brands into 4 million conversation starters in every major Australian supermarket. More significantly, the farmers went home to millions of households and ignited a nationwide labelling conversation. Next we triggered a surge of support from families all over Australia. We launched a deeply moving film, TV spots at popular and highly emotive Australian events, a substantial PR drive and nationwide POS, then activated the nation socially with real-time response, targeted influencer communications and swathes of ‘branded’ content led by families, not brands. Due to the overwhelming response a rerun was ordered within two days, leading to this promotion becoming permanent across all SPC brands. Commentary quickly spread from social media to news networks and the Australian Government. 12 weeks on, the Prime Minister unveiled new labelling legislation, which will be compulsory for all products manufactured in Australia.

The Brief

#MyFamilyCan had a purpose far beyond just packaging design. Our goal was to empower consumers in the supermarket aisles, change the way Australians think about food labelling and drive aggressive volumes of sales. After detailed analysis of social media and public sentiment around food labelling, SPC made a very bold, very public move to influence an issue that was affecting Australians everywhere. We deliberately set out to draw the country into a labelling conversation and pave the way for nationwide packaging change.

Results

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 • Now #1 Australian FMCG brand for engagement. What is category defining is that SPC put real farming families ahead of the product. To overhaul their most valuable brand properties to influence a nationwide conversation is incredibly courageous. And it made Australians trust the brand even more. With a genuinely emotional campaign, #MyFamilyCan empowered millions of Australian families and sparked nationwide labelling change. All with a humble can.

Execution

In a substantial undertaking, we dedicated SPC’s most valuable brand real estate – its labelling – to Australian farming families. This converted 4 million cans of SPC’s biggest brands into 4 million conversation starters in every major Australian supermarket. These cans went home to millions of households and ignited a nationwide labelling conversation. As the debate raged across the land, in the news and social media, we triggered a surge of support from Australian families. We launched a heartwarming film, TV spots at big Australian events and a substantial PR drive including personalised #MyFamilyCan media kits. Then we activated the nation socially with real-time response, targeted influencer communications and swathes of ‘branded’ content led by families, not brands. To cement the Family Can legacy, we honoured families who showed support socially with a real family tree in the farmers’ orchards, which will grow SPC fruit for generations to come.

The Situation

This was a time when Australian consumers were extremely sensitive about what they were feeding their families. Consumers were increasingly frustrated and confused because the food labelling system didn’t deliver enough information to make informed choices at the supermarket shelf. While the nation deliberated and the category resisted change in the wake of the Hepatitis scandal, SPC went to extraordinary lengths to show precisely where their food is from, and more importantly, who grew it.

The Strategy

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 labelling debate, empower consumers and give Australian families a connection with farmers they’d never felt before. #MyFamilyCan was always designed to be an interaction between families, farmers and SPC brands. With farmers at the forefront, we used the product to drive the conversation. And we used the conversation to drive sales. By connecting Australian families emotionally with the people who grow their food, we developed a bond that resonated throughout Australia. It enabled us to rally the nation around an initiative that strengthened consumers’ brand trust enough to pay a premium for it.

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