Food Products

Leo Burnett Melbourne
SPC Ardmona
SPC Packaged Fruits and Vegetables
Due to a batch of contaminated imports, Australia was experiencing a Hepatitis outbreak and nationwide alarm over country of origin food labelling. In response, Australia’s largest fruit processor and cannery, SPC, went to extraordinary lengths to show the Australian origins of their products. 
Going straight to the heart of the issue – labelling – SPC created a packaging platform called #MyFamilyCan. Bringing the focus back to SPC’s growers – Australian farming families – we converted four million cans into an educational media space in every major Australian supermarket. 

Consumers no longer needed to scour the fine print for food they could trust; they instinctively bought familiar faces. In millions of households, these cans ignited a nationwide conversation around labelling, the food we consume and support for Australian farmers. Within two days of release, the overwhelming response to #MyFamilyCan necessitated a rerun, paving the way for nationwide labelling change.
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