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 households and ignited a nationwide labelling conversation.

Total Campaign Expenditure

$354,000

What was the strategic communications challenge?

A 100 year old company was under threat

SPC is a proud, 100 year-old Australian business that has been a part of Australian life for a long time. Everybody grew up with SPC in their pantries. It's a much-loved Australian brand, up there with Vegemite.