Australia is a country bound by legislation. Despite our laidback social culture, Australia is politically very conservative, especially when it comes to content and entertainment in the food category.

Complaints are commonplace, which means that commercials – both on air and online – are often pulled for next to no reason. It makes it extremely difficult for brands to create truly powerful and compelling content that resonates with the entire Australian community.

For SPC to create content of this nature – deeply emotional and highly motivating – that hit a nerve with millions of families all over Australia, was no small feat.

Due to a batch of contaminated imports, Australia was experiencing a Hepatitis outbreak and consumers were alarmed about country of origin food labelling.

While the nation debated and the category did nothing, Australia’s largest fruit processor went to extraordinary lengths to show where their food was from, and more importantly who made it.

SPC used the thing at the core of the issue – the labelling – and deliberately redesigned their iconic family of brands to galvanise the nation with a heartwarming initiative called #MyFamilyCan.

We converted 4 millions cans of SPC’s biggest brands into an educational media space in every major Australian supermarket. Consumers no longer needed to scour fine print for food they trust. They instinctively bought familiar faces.

More significantly, the cans went home to millions of households and ignited a nationwide labelling conversation.

What is category defining about this idea is that SPC put faces of real farming families ahead of the product. Sales are dependent on consumers quickly recognizing the iconic branding in a crowded environment. To overhaul its most valuable properties on such a grand scale is a substantial undertaking. SPC represents one third of the category – risking sales of that magnitude is incredibly courageous.

Due to the overwhelming response a rerun was ordered within 2 days. Shortly after, commentary spread from social media to major news networks and Australian Government. The nation is now calling for #MyFamilyCan to become permanent.

• #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 was once a family of brands in name only is now a family united by design – a design that began to change the way Australian families think about the category.

The new labels transformed the routine purchase of packaged fruit into a highly emotional decision. Instead of shopping for the cheapest alternative, consumers willingly supported the farming families sitting on shelf, despite the extra cost. No longer merely cans of fruit; these cans became a beacon for Australian-grown produce.

With this highly emotive packaging platform, #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.