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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

#MYFAMILYCAN

Grand Prix
ClientSPC ARDMONA
Title#MYFAMILYCAN
Product/ServicePACKAGED FRUIT AND VEGETABLES
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA
Media Agency SLINGSHOT MEDIA Sydney, AUSTRALIA
Production Company STUDIO PANCHO Melbourne, AUSTRALIA
Credits
Name Company Position
Jason Williams Leo Burnett Melbourne Executive Creative Director
Blair Kimber Leo Burnett Melbourne Senior Art Director
Callum Fitzhardinge Leo Burnett Melbourne Senior Copywriter
Tim Shelley Leo Burnett Melbourne Digital Art Director
Matt Portch Leo Burnett Melbourne Senior Designer
Chris Steele Leo Burnett Melbourne Head of Social
Ari Sztal Leo Burnett Melbourne Group Account Director
Kenneth Chow Leo Burnett Melbourne Account Manager
Kaelene Morton Leo Burnett Melbourne Production Manager
Chris Miles Leo Burnett Melbourne Studio Manager
Maria Borowski Leo Burnett Melbourne Junior Broadcast Producer
Brandon Rice Leo Burnett Melbourne Social Creative
Katelyn Testa Leo Burnett Melbourne Social Creative
Matt Peters Leo Burnett Melbourne Social Creative
Jenni Rowbottom Leo Burnett Melbourne Community Management
Christopher Ireland Pool Collective Photography
Adam Ciancio Pancho Director
Aaron Farrugia Pancho Director Of Photography

Describe the campaign/entry:

SPC is a 100-year old Australian business with many fans lying dormant around the country. Despite years of family memories, consumers are fickle about purchasing SPC products, especially in light of deep discounting on foreign competition. It is after all, merely tinned fruit. Using a multi-channel media approach, our intention was to draw the nation into a food labelling conversation by empowering consumers with an emotional packaging platform. In a deliberate two-way interaction, we connected families with Australian farmers from social media to supermarket aisles. We utilized the product to proliferate the hashtag, and the hashtag to instigate sales.

Give some idea of how successful this campaign/entry was with both client and consumer:

What began as a promotion is now becoming permanent across all SPC brands. Due to the overwhelming response, a rerun was ordered within 2 days. This positive sentiment quickly spread from social media to major news networks and Federal Government. 12 weeks on, the Prime Minister unveiled new labelling legislation, which will be compulsory for all products manufactured in Australia. • 1 million units sold in first month • 17% sales uplift • Engagement 21 times above industry average • 1.2 million direct social interactions • 3.7 million video views • Now #1 Australian FMCG brand for engagement. This initiative transformed the routine purchase of packaged fruit into a highly emotional decision. These cans were no longer merely cans of fruit; they became a beacon for Australian produce. With a genuinely emotional campaign, #MyFamilyCan empowered millions of Australian families and sparked nationwide labelling change. All with a humble can.  

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

This platform was deliberately designed to tell heartfelt stories of farmers’ families. Wherever consumers turned they could see the people who grow their food. We launched an emotional film online and at the traditional ANZAC Day football match, watched by millions of patriotic Australians. Then we activated the nation with ‘branded’ social content led by families, not brands. As well as POS, PR and pre-roll advertising, millions of cans drove consumers to the conversation, where thousands of families were showing support online. We honoured them with a family tree in the farmer’s orchard, which will grow SPC fruit for generations.

Due to contaminated imports Australia was experiencing a Hepatitis outbreak. This caused 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 – to galvanise the country with a heartwarming initiative called #MyFamilyCan. We dedicated SPC’s most valuable real estate to Australian farming families, converting 4 million cans into an educational media space in major Australian supermarkets. Consumers no longer scoured fine print for food they trust. They instinctively bought familiar faces.