SPC Ardmona: #MyFamilyCan: How a humble can empowered millions of Australians

The case study shows how SPC, a 100-year-old brand and Australia's largest fruit processor and cannery business, used its cans to be at the heart of a national debate on food labelling and increase sales.

SPC Ardmona: #MyFamilyCan: How a humble can empowered millions of Australians

Ilona Janashvili, Emily Gould and Lauren Isaak

Campaign details

Brand: SPC Packaged Fruits and VegetablesBrand owner: SPC AdmonaLead agency: Leo Burnett MelbourneContributing agencies: Pancho FilmsCountry: AustraliaIndustry: Food industry (general), Fruit & vegetablesChannels used: Direct marketing, Internet - microsites, Online video, Other & ambient media, Packaging & design, Public relations, Social media, Television, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary

Due to a batch of contaminated imports Australia was experiencing a Hepatitis...

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