#MyFamilyCan
SPC Ardmona
Issue 35 | June 2015
Agency
Leo Burnett Melbourne
Creative Team
Executive Creative Director Jason Williams Senior Art Director Blair Kimber Senior Copywriter Callum Fitzhardinge Digital Art Director Tim Shelley Designer Matt Portch
Production Team
Production Manager Kaelene Morton Studio Manager Chris Miles Producer Maria Borowski Photography Christopher Ireland Pool Collective Film Production Pancho Director Adam Ciancio Director Of Photography Aaron Farrugia
Other Credits
Head of Social Chris Steele Group Account Director Ari Sztal Account Manager Kenneth Chow Social Creative Brandon Rice Katelyn Testa Matt Peters Community Management Jenni Rowbottom
Date
March 2015 - ongoing
Background
Food labeling in Australia had never been as important as it was in 2015. Frustrated consumers were finding it very hard to see where their food was from. SPC, Australia's oldest fruit processor, and Leo Burnett Melbourne devised a way to make labels clearer, empowering Australian consumers to make the right choice for their family.
Idea
The labels on SPC's family of brands were re-designed to create a new series of cans called #MyFamilyCan. Featuring the Australian farmers who grew the product inside, this idea allowed them to respond to a nation-wide conversation and to steer it in the right direction. For the issue was far bigger than food labelling.
It was about supporting Aussie produce.
Results
At time of print the film had been viewed more than 1 million times and shared more than 15,000 times in just over a week. And the cans were flying off the shelves.
Our Thoughts
What I think is clever about this idea is that by putting the faces of the farmers on the labels, every can of SPC peaches, apricots and tomatoes calls into question the provenance of the other brands on the same shelf. If they are not good Aussie fruit producers, who exactly are they?
In an increasingly competitive world, you have to give your customers a good reason to buy your product, especially if you’re a bit more expensive. If the reason is that you are supporting hard-working people just like yourself, then that’s got to be more motivating than simply giving your money to some multinational conglomerate.
A lot of tweets not just in support of local producers but in favour of labelling that tells you exactly where your food has come from.