Due to a batch of contaminated imports, Australia was experiencing a Hepatitis outbreak, fuelling nationwide alarm around country of origin food labelling. In the wake of the scandal, SPC went to extraordinary lengths to express the Australian origin of its products. Starting at the heart of the issue – product labelling – we overhauled SPC’s iconic suite of brands (SPC, Goulburn Valley and Ardmona) to galvanise the nation with an initiative called #MyFamilyCan.

We dedicated SPC’s most valuable real estate – its packaging – to farming families, converting four million cans into four million conversation starters in every major Australian supermarket. Consumers no longer needed to scour the fine print for food they could trust; they instinctively bought familiar faces. Our deliberate strategy was to have the cans driving the content; for the real family stories on each can to prompt a passionate discussion around supporting farming families and the importance of food labelling.

To stimulate the conversation and build momentum for the launch of the new cans, we created a deeply moving branded film and screened it at the ANZAC Day Australian Football League match (a major Australian sporting event) and subsequently online. To cement the #MyFamilyCan legacy, we honoured online supporters of the campaign (and their families) by dedicating real trees in the farmers’ orchards – their very own ‘family tree’ to grow SPC fruit for generations to come.

Initially intended to be a fruit promotion, #MyFamilyCan quickly left its mark on society. Due to an overwhelming response, a rerun was ordered within two days, and the redesigned labels have now become a permanent fixture across the entire SPC range. Suffice to say, we smashed our sales uplift objective of 8% without discounting a cent. One million SPC Family Cans were sold in first month alone - a 17% uplift on the sales target.

The initiative also struck a chord on social media, where SPC’s posts generated 1.2 million direct social interactions - 1100% greater than our initial target. SPC had the top three performing posts in the category that quarter, and the launch post had 915 interactions for every 1000 fans. The next closest competitor (Pepsi) had 72. This elevated SPC to the number one spot for engagement by an Australian FMCG brand.

The success of #MyFamilyCan demonstrates the power of authenticity to resonate with consumers. With this emotional packaging platform, #MyFamilyCan gave Australian families a connection they’d never had with farming families, and an even deeper connection with the SPC brand. Twelve weeks on from the campaign, the Prime Minister unveiled new labelling legislation to affect all products manufactured in Australia – a massive win for the countless Australians who showed their support – both at the supermarket shelf and online.