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

Agency: Leo Burnett

Objectives

Commercial objective

Regain positive momentum for the company by increasing sales by 8% - without resorting to discounting.

Marketing objective

Grow the brand conversation by generating 100,000 social interactions during the campaign.

Communications objective

Disrupt the traditional consumer path to purchase.

Strategy

An unexpected opportunity

The challenge facing Australian manufacturer SPC was enduring. With cheap imports continually flooding the market, it was very difficult to compete in the absence of legislative protection. Despite being part of Aussie family life for 100 years, consumers were easily tempted away from SPC by lower competitor prices, regardless of their brand or origin. Understandably this has a painful knock-on effect for sales.