The One Show
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Category
Innovation - Brand Transformation / Brand Transformation
Annual ID
CP16088M
About the Work
At a time when Australians were sensitive about food labelling, due a nationwide Hepatitis outbreak, SPC overhauled their iconic Ardmona, Goulburn Valley and SPC brands with a packaging platform called #MyFamilyCan. SPC dedicated 4 million cans to farming families, which changed the way Australians think about the category, transforming the routine purchase of packaged fruit into a highly emotional decision. Consumers no longer scoured fine print for food they trust, they instinctively bought familiar faces. What’s category defining about #MyFamilyCan is that SPC put farming families ahead of the product. To overhaul their most valuable properties is incredibly courageous. And it made Australians trust the brand even more. Due to the overwhelming response a rerun was ordered within 2 days; initially intended as a 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.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Leo Burnett / Melbourne
Digital Agency
Pool Collective / Sydney
Production Company
Pancho / Melbourne
Art Director
Blair Kimber
Designer
Matt Portch
Director
Adam Ciancio
Executive Creative Director
Jason Williams
Photographer
Christopher Ireland
Producer
Maria Borowski
Writer
Callum Fitzhardinge
Digital Artist / Multimedia
Tim Shelley
Creative Team
Chris Steele
Kaelene Morton
Ari Sztal
Kenneth Chow
Chris Miles
Brandon Rice
Katelyn Testa
Matt Peters
Jenni Rowbottom
Aaron Farrugia
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