Spc Ardmona: #Myfamilycan 1 [video] [alternative version]

Credits & Description:

Advertiser: SPC ARDMONA
Agency: LEO BURNETT MELBOURNE
Geo: Australia
Social Creative: Brandon Rice(Leo Burnett Melbourne)
Senior Copywriter: Callum Fitzhardinge(Leo Burnett Melbourne)
Head of Social: Chris Steele(Leo Burnett Melbourne)
Executive Creative Director: Jason Williams(Leo Burnett Melbourne)
Community Management: Jenni Rowbottom(Leo Burnett Melbourne)
Production Manager: Kaelene Morton(Leo Burnett Melbourne)
Social Creative: Matt Peters(Leo Burnett Melbourne)
Senior Designer: Matt Portch(Leo Burnett Melbourne)
Digital Art Director: Tim Shelley(Leo Burnett Melbourne)
Group Account Director: Ari Sztal(Leo Burnett Melbourne)
Senior Art Director: Blair Kimber(Leo Burnett Melbourne)
Studio Manager: Chris Miles(Leo Burnett Melbourne)
Photography: Christopher Ireland(Pool Collective)
Social Creative: Katelyn Testa(Leo Burnett Melbourne)
Account Manager: Kenneth Chow(Leo Burnett Melbourne)
Brief Explanation
Due to contaminated imports, Australia was experiencing a Hepatitis outbreak, causing 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 – and relaunched their iconic family of brands to galvanise the nation with a packaging platform called #MyFamilyCan.
We dedicated SPC’s most valuable real estate to Australian farming families, converting 4 million cans of their biggest brands into an educational media space in major Australian supermarkets. Consumers no longer scoured fine print for food they trust. They instinctively bought familiar faces.
These cans went into millions of households and ignited a nationwide labelling conversation, plus a surge of support from Australian families.
Due to the overwhelming response a rerun was ordered within 2 days, paving the way for Australian labelling change.
Describe the brief from the client:
At a time when Australians were extremely sensitive about what they were feeding their families, we deliberately set out to draw the nation into a food labelling conversation.
This initiative had a purpose far beyond packaging design. By overhauling SPC’s biggest brands, we empowered Australian consumers by showing exactly where their food was from.
#MyFamilyCan was intentionally designed to be a two-way interaction. The product was used to drive the conversation, and the conversation to instigate sales.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service:
In creating #MyFamilyCan, we dedicated SPC’s most valuable advertising real estate to Australian farming families. By deliberately putting people ahead of brands, we converted 4 million cans into an educational media space in supermarkets Australia-wide. These cans went to millions of households and sparked a vigorous labelling conversation.
Next we triggered a surge of support from Australian families. We launched a heartwarming film, TV spots at large Australian events, substantial PR and nationwide POS, then activated social media with swathes of real-time responses and emotive ‘branded’ content led by families, not brands.
To cement the Family Can legacy, we honoured the families who showed support socially with a real family tree in the farmers’ orchards, which will grow SPC fruit for generations to come.