SPC Ardmona: #MyFamilyCan
Executive Summary
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.
These cans went into millions of...