SPC Ardmona “My Family Can”
INSIGHT. Due to cheap, contaminated imports, Australia was recently in the midst of a hepatitis outbreak. This caused widespread alarm about country-of-origin food labeling, placing farmers and companies like SPC Ardmona under a microscope. People are more drawn to items that illustrate comfort and familiarity, especially when they are grocery shopping. Recognizing this, Leo Burnett Sydney helped SPC Ardmona, a family-owned business, convey their authenticity and essential Australian-ness by launching an integrated campaign that helped the brand turn business around during a bleak time.
IDEA. The SPC Ardmona campaign included a package redesign, TV, print, online ads and a social media initiative, #MyFamilyCan, that centered around connecting Australians with local farmers and their food. The package redesign placed photos of real Australian farmers and their families on the labels, recognizing the actual people who produce the food. The rebranding efforts consisted of genuine work that resonated with the audience, especially shoppers. Australians soon became active in the conversation and eager to learn more about local food and farmers.
IMPACT. “#MyFamilyCan” turned the SPC Ardmona business around. Studies proved that in grocery stores, shoppers naturally gravitated toward SPC’s family-friendly cans. Shoppers were able to see where their money was going, where their food came from and, most importantly, who was handling their food. The campaign ultimately reinvigorated the business — fruit sales increased by 60% and 3,000 jobs were saved. “#MyFamilyCan” was awarded a Grand Prix at Spikes Asia along with a Grand Prix and four Gold at the Communications Council (APMA). SPC Ardmona continues to stress the importance of eating local foods and supporting local farmers.