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.
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.
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