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

Ilona Janashvili, Emily Gould and Lauren Isaak

Campaign details

Brand: SPC Packaged Fruits and Vegetables
Brand owner: SPC Admona
Lead agency: Leo Burnett Melbourne
Contributing agencies: Pancho Films
Country: Australia
Industry: Food industry (general), Fruit & vegetables
Channels used: Direct marketing, Internet - microsites, Online video, Other & ambient media, Packaging & design, Public relations, Social media, Television, Word of mouth, advocacy
Media budget: Up to 500k

Executive Summary

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