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2016 One Show - Cross-Platform

#MyFamilyCan

Agency Leo Burnett / Melbourne + Pancho / Melbourne

Client SPC Ardmona
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Annual ID

CP16058M

About the Work

At a time when Australians were sensitive about food labelling, due a nationwide Hepatitis outbreak, SPC overhauled their three biggest brands to draw the nation into a labelling conversation. As well as dedicating their most valuable properties – the cans – to Australian farmers, SPC’s iconic logos were stripped from social channels and replaced with farmers’ faces. Then we galvanised the nation with a genuinely emotional online film, TV, PR, POS, real-time response and ‘branded’ content – all led by families, not brands. This changed the way Australians think about the category, transforming a routine packaged fruit purchase into a highly emotional decision. Due to the overwhelming response a rerun was ordered within 2 days; initially intended as a packaged fruit promotion #MyFamilyCan is becoming permanent across all SPC brands. 18 weeks later the Prime Minister unveiled new labelling legislation, soon compulsory for products manufactured in Australia.