Campaign details

Brand: SPC / Goulburn Valley / Ardmona
Brand Owner: SPC Ardmona
Lead Agency: Leo Burnett Melbourne, Studio Pancho
Contributing Agency: Slingshot Media
Country: Australia
Industries: Fruit & vegetables
Media Channels: Content marketing, Online video, Packaging & design, Point-of-purchase, in-store, Social media, Television, Word of mouth, advocacy
Budget: Up to 500k

Executive Summary

Due to a batch of contaminated imports, Australia was experiencing a Hepatitis outbreak, fuelling nationwide alarm about country-of-origin food labelling.

While the nation debated, Australia's largest fruit processor and cannery went to extraordinary lengths to express the Australian origin of its products. Starting at the heart of the issue – product labelling – we overhauled SPC's iconic suite of brands (SPC, Goulburn Valley and Ardmona) to galvanise the nation with an initiative called #MyFamilyCan.