SPC: #MyFamilyCan

This case study describes how the Australian tinned fruit brand SPC leveraged labelling to fight a Hepatitis outbreak due to contaminated imports, under the #MyFamilyCan title.

SPC: #MyFamilyCan

Due to a batch of 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 and cannery went to extraordinary lengths to show where their food is from. SPC leveraged the thing at the heart of the issue - the labelling - to create a packaging platform called #MyFamilyCan. We dedicated SPC's iconic advertising real estate to Australian farming families, converting 4 million cans into an educational media space in every major Australian supermarket. Consumers no longer scoured fine print for food they...

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