SPC | #MYFAMILYCAN

A FAMILY OF CANS THAT SHOWED AUSTRALIA EXACTLY WHERE THEIR FOOD WAS FROM

INTEGRATED CAMPAIGN | SOCIAL ACTIVATION | DESIGN

Due to cheap, contaminated imports Australia was in the midst of a Hepatitis outbreak. This caused nationwide alarm about country of origin food labelling. While the nation debated and the category did nothing, SPC went to extraordinary lengths to show Australians where their food is from.

We deliberately put farming families ahead of SPC’s iconic brands to create a packaging platform called #MyFamilyCan. We converted four million cans of their most valuable real estate into educational media space in every major Australian supermarket and developed emotional content around each can.

LAUNCH FILM

DESIGN

We overhauled SPC’s three biggest brands to show Australia exactly where their food is from.

IN STORE

Consumers no longer had to scour fine print for food they trust. They could instinctively reach for familiar faces.

SOCIAL

We ignited a nationwide labelling conversation. To cement the Family Can legacy, we honoured Australians with family trees in the farmers’ orchards, which will grow SPC fruit for generations.

RESULTS

AWARDS & RECOGNITION

This campaign received over 100 awards internationally, including five Grand Prix awards.

It the Big Won Rankings this campaign was the 8th most awarded integrated campaign in 2015, 14th most awarded direct campaign in 2016 and 9th most effective campaign in 2016. It received one of 32 Bullets From Gunn awarded globally in 2016.

CREDITS

AGENCY: Leo Burnett Melbourne

ROLE: Senior Creative

CREATIVE COLLABORATORS: Callum Fitzhardinge, Tim Shelley, Chris Steele, Matt Portch, Jason Williams

YEAR: 2015