SPC Launches New Can Labels Via Leo Burnett

SPC Launches New Can Labels Via Leo Burnett
SHARE
THIS



SPC and Leo Burnett Melbourne have taken a novel approach to make food labelling clearer for Australian consumers. They have redesigned the labels on SPC’s family of iconic brands to create a new family of cans called #MyFamilyCan.

“This idea allows us to respond to an Australia-wide conversation, and to steer it in the right direction. This is bigger than just food labelling. It’s about supporting Aussie produce in general,” said Jason Williams, executive creative director, Leo Burnett Melbourne.

In store for the next three months, these labels will empower shoppers in Woolworths, Coles and selected independent supermarkets all over the nation. By buying these cans, consumers can see where their money is going and, importantly, where their food is from.

“SPC stands by Australian growers who produce the cleanest, greenest and safest food in the world. We’re proud to be associated with our growers and to do our part to market the obvious benefits of Australian grown and made products. This campaign genuinely brought tears to my eyes. I hope it helps Australian families shop with more confidence,” said Sandra Pereira, marketing and innovation director, SPC.

Daze_mrec_7_Sensible-2

Along with heartfelt film content featuring Gary Godwill and his 86 year-old mother Dorothy, #MyFamilyCan will be supported by a substantial PR drive, print, POS, online and highly tactical social media which has already gained strong support in its early stages.


Credits:

Agency: Leo Burnett Melbourne

ECD: Jason Williams

Senior Art Director: Blair Kimber

Senior Copywriter: Callum Fitzhardinge

Digital Art Director: Tim Shelley

Designer: Matt Portch

Head of Social: Chris Steele

GAD: Ari Sztal

Account Manager: Kenneth Chow

Production Manager: Kaelene Morton

Studio Manager: Chris Miles

Producer: Maria Borowski

Social Creative: Brandon Rice, Katelyn Testa & Matt Peters

Community Management: Jenni Rowbottom

Photography: Christopher Ireland, Pool Collective

Film Production: Pancho

Director: Adam Ciancio

DOP: Aaron Farrugia

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]