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

While the nation debated, Australia’s largest fruit processor went to extraordinary lengths to show where their food is from.

SPC used the thing at the heart of the issue – the labelling – and relaunched their iconic family of brands to galvanise the nation with a packaging platform called #MyFamilyCan.

We dedicated SPC’s most valuable real estate to Australian farming families, converting 4 million cans of their biggest brands into an educational media space in major Australian supermarkets. Consumers no longer scoured fine print for food they trust. They instinctively bought familiar faces.

These cans went into millions of households and ignited a nationwide labelling conversation, plus a surge of support from Australian families.

Due to the overwhelming response a rerun was ordered within 2 days, paving the way for Australian labelling change.

At a time when Australians were extremely sensitive about what they were feeding their families, we deliberately set out to draw the nation into a food labelling conversation.

This initiative had a purpose far beyond packaging design. By overhauling SPC’s biggest brands, we empowered Australian consumers by showing exactly where their food was from.

#MyFamilyCan was intentionally designed to be a two-way interaction. The product was used to proliferate the hashtag, and the hashtag to instigate sales.

What began as a promotion is now becoming permanent. Due to the overwhelming response, a rerun was ordered within 2 days. Shortly after launch, commentary spread from social media to major news networks and the Australian Government.

• #MyFamilyCan reached half of all Australian families

• Engagement 21 times above industry average

• 1.2 million direct social interactions

• 3.7 million video views

• 1 million units sold in first month

• Rerun ordered within 2 days

• 17% sales uplift

What is category defining about #MyFamilyCan is that SPC put real farming families ahead of the product. Sales are dependent on consumers quickly recognizing their iconic branding. SPC represents one third of the category; to risk such substantial revenue is courageous. And it made Australians trust the brand even more.

#MyFamilyCan empowered millions of Australian consumers to make the right choice for their family and paved the way for labelling change. All with a humble can.

In creating #MyFamilyCan, we dedicated SPC’s most valuable advertising real estate to Australian farming families. By deliberately putting people ahead of brands, we converted 4 million cans into an educational media space in supermarkets Australia-wide. These cans went to millions of households and sparked a vigorous labelling conversation.

Next we triggered a surge of support from Australian families. We launched a heartwarming film, TV spots at large Australian events, substantial PR and nationwide POS, then activated social media with swathes of real-time responses and emotive ‘branded’ content led by families, not brands.

To cement the Family Can legacy, we honoured the families who showed support socially with a real family tree in the farmers’ orchards, which will grow SPC fruit for generations to come.