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  • AWARDS :
    GRANDE EFFECTIVE LOTUS
  • SUB CATEGORY :
    EFFECTIVE LOTUS - CAMPAIGN SUCCESS
  • COMPANY ENTERING :
    LEO BURNETT MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    #MYFAMILYCAN
  • BRAND :
    SPC CANNED FRUITS AND VEGETABLES
  • ADVERTISER :
    SPC ARDMONA
  • AGENCY :
    LEO BURNETT MELBOURNE, MELBOURNE
  • EXECUTIVE CREATIVE DIRECTOR :
    JASON WILLIAMS
  • COPYWRITER :
    CALLUM FITZHARDINGE
  • ART DIRECTOR :
    BLAIR KIMBER
  • DIGITAL ART DIRECTOR :
    TIM SHELLEY
  • HEAD OF SOCIAL :
    CHRIS STEELE
  • ACCOUNT DIRECTOR :
    ARI SZTAL
  • ACCOUNT MANAGER :
    KENNETH CHOW
  • COMMUNITY MANAGEMENT :
    JENNI ROWBOTTOM
  • STUDIO MANAGER :
    CHRIS MILES
  • PRODUCER :
    MARIA BOROWSKI
  • FILM PRODUCTION COMPANY :
    PANCHO, SYDNEY
  • DIRECTOR :
    ADAM CIANCIO
  • CINEMATOGRAPHER :
    AARON FARRUGIA
  • PHOTOGRAPHER :
    CHRISTOPHER IRELAND (POOL COLLECTIVE)
  • PRODUCTION MANAGER :
    KAELENE MORTON
  • CAMPAIGN SUMMARY :
    DUE TO A BATCH OF CONTAMINATED IMPORTS, AUSTRALIA WAS IN THE GRIP OF A HEPATITIS OUTBREAK. THIS CAUSED NATIONWIDE ALARM ABOUT COUNTRY OF ORIGIN FOOD LABELLING. WHILE THE NATION DEBATED AND THE FMCG CATEGORY DID NOTHING, ONLY ONE COMPANY WAS WILLING TO ACT. AUSTRALIA’S LARGEST FRUIT PROCESSOR (SPC) WENT TO EXTRAORDINARY LENGTHS TO SHOW AUSTRALIANS PRECISELY WHERE THEIR FOOD IS FROM. AND MORE IMPORTANTLY, WHO GROWS IT. BY USING THE THING AT THE HEART OF THE ISSUE – THE LABELLING – WE OVERHAULED SPC’S MOST ICONIC AUSTRALIAN BRANDS TO GALVANISE THE NATION WITH A HEART-WARMING INITIATIVE CALLED #MYFAMILYCAN. IN A MASSIVE UNDERTAKING, WE DEDICATED THE COMPANY’S MOST VALUABLE ADVERTISING REAL ESTATE TO AUSTRALIAN FARMING FAMILIES. 4 MILLION CANS OF SPC’S BIGGEST BRANDS SUBSEQUENTLY WENT HOME TO MILLIONS OF HOUSEHOLDS AND IGNITED A NATIONWIDE LABELLING CONVERSATION. THEN WE TRIGGERED A SURGE OF SUPPORT FROM FAMILIES ALL OVER AUSTRALIA. WE LAUNCHED A HIGHLY EMOTIONAL FILM, TV SPOTS AT BIG AUSTRALIAN EVENTS, A SUBSTANTIAL PR DRIVE AND NATIONWIDE POS COLLATERAL, THEN ACTIVATED THE NATION SOCIALLY WITH SWATHES OF ‘BRANDED’ CONTENT LED BY FAMILIES, NOT BRANDS. WHAT WE DID ON SHELF WAS NOW BEING REPLICATED ONLINE AND ALL AROUND THE COUNTRY.
  • THE BRIEF :
    THE CHALLENGE FACING SPC IS AN ENTRENCHED AND ENDURING ONE. CHEAP IMPORTS HAVE FLOODED THE MARKET, MAKING IT VIRTUALLY IMPOSSIBLE FOR SPC TO COMPETE. ALL TOO OFTEN LOW PRICES TEMPT CONSUMERS AWAY, WITH A PAINFUL KNOCK-ON EFFECT FOR SPC SALES. TO TAKE ON THESE CHEAP IMPORTS OUR TWO OBJECTIVES COULD NOT HAVE BEEN CLEARER, OR MORE CHALLENGING: 1. GET PEOPLE BUYING – CREATE A SALES UPLIFT OF 8%, WITHOUT RESORTING TO DISCOUNTING. 2. GET PEOPLE TALKING - INCREASE SPC’S RELEVANCE BY GROWING THE BRAND CONVERSATION AND GENERATING 100,000 SOCIAL INTERACTIONS WITH THE CAMPAIGN. AN UNEXPECTED SET OF CIRCUMSTANCES PROVIDED AN OPPORTUNITY FOR SPC. A BATCH OF CONTAMINATED IMPORTS CAUSED A HEPATITIS OUTBREAK IN AUSTRALIA, CAUSING NATIONWIDE ALARM ABOUT ORIGIN OF FOOD LABELLING. “FOR TOO LONG PEOPLE HAVE BEEN TALKING ABOUT COUNTRY OF ORIGIN FOOD LABELLING, AND NOTHING MUCH HAS CHANGED.” TONY ABBOTT, PRIME MINISTER OF AUSTRALIA (SOURCE: SKY NEWS) AT A TIME WHEN AUSTRALIANS WERE EXTREMELY SENSITIVE ABOUT WHAT THEY WERE FEEDING THEIR FAMILIES, WE DELIBERATELY SET OUT TO DRAW THE NATION INTO A FOOD LABELING CONVERSATION. THE PREVAILING SYSTEM SIMPLY DID NOT DELIVER ENOUGH INFORMATION TO MAKE CLEAR CHOICES AT THE SUPERMARKET SHELF. FOR BUSY PARENTS WITH LIMITED TIME, IT WAS VIRTUALLY IMPOSSIBLE TO DISCERN WHICH PRODUCTS WERE GROWN IN AUSTRALIA. OUR GOAL WAS TO EMPOWER CONSUMERS ALL OVER AUSTRALIA BY ENABLING THEM TO MAKE INFORMED SHOPPING DECISIONS, SO THAT THEY COULD MAKE THE RIGHT CHOICE FOR THEIR FAMILIES. WE INTENDED TO ACTIVATE THE NATION WITH AN INITIATIVE THAT WOULD DRIVE A SIGNIFICANT VOLUME OF SALES.
  • THE STRATEGY :
    IN THE WAKE OF THE FROZEN BERRY SCANDAL, WE WENT TO EXTRAORDINARY LENGTHS TO SHOW WHERE SPC’S FOOD IS FROM. FOCUSSING ON THE HEART OF THE ISSUE – THE LABELING – WE OVERHAULED THEIR 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 TO FARMING FAMILIES, CONVERTING 4 MILLION CANS INTO 4 MILLION CONVERSATION STARTERS IN EVERY MAJOR AUSTRALIAN SUPERMARKET. CONSUMERS NO LONGER NEEDED TO SCOUR FINE PRINT TO FIND FOOD THEY TRUST. THEY INSTINCTIVELY REACHED FOR FAMILIAR FACES THAT WENT HOME TO MILLIONS OF HOUSEHOLDS AND IGNITED A NATIONWIDE FOOD LABELING CONVERSATION. TO STIMULATE THE CONVERSATION WE LAUNCHED A DEEPLY MOVING BRANDED FILM. BUILDING OFF THE FILM’S MOMENTUM, WE PLACED FAMILIES AT THE FOREFRONT OF SOCIAL MEDIA REAL ESTATE. FOR THE FIRST TIME, SPC BRAND LOGOS WERE STRIPPED FROM SOCIAL CHANNELS AND REPLACED WITH FARMERS’ FACES – A SIMPLE GESTURE THAT SPOKE VOLUMES IN THE LABELING DEBATE. TO CEMENT THE #MYFAMILYCAN LEGACY, WE HONOURED THE FAMILIES THAT SHOWED SUPPORT ONLINE BY DEDICATING A REAL TREE IN THE FARMERS’ ORCHARDS – THEIR VERY OWN ‘FAMILY TREE’ – WHICH WILL GROW SPC FRUIT FOR GENERATIONS TO COME. IN A DELIBERATE STRATEGY, THE CANS DROVE THE CONTENT. THEY WENT INTO MILLIONS OF HOUSEHOLDS AND FUELLED A NATIONWIDE DEBATE WITH THE REAL FAMILY STORIES AROUND EACH CAN. SUDDENLY AUSTRALIANS WERE PASSIONATELY DISCUSSING FOOD LABELING AND PROUDLY SUPPORTING FARMING FAMILIES. AT EVERY POINT THE HASHTAG #MYFAMILYCAN WAS DESIGNED TO BE A TWO-WAY INTERACTION THAT DROVE OUR MARKETING OBJECTIVES.
  • THE EXECUTION :
    WE USED THE THING AT THE HEART OF THE ISSUE – THE LABELLING – AND OVERHAULED SPC’S MOST ICONIC AUSTRALIAN BRANDS WITH A HEARTWARMING INITIATIVE CALLED #MYFAMILYCAN. WE DEDICATED THE COMPANY’S MOST VALUABLE REAL ESTATE TO AUSTRALIAN FARMING FAMILIES, CONVERTING 4 MILLION CANS INTO 4 MILLION CONVERSATION STARTERS IN EVERY MAJOR AUSTRALIAN SUPERMARKET. CONSUMERS NO LONGER SCOURED FINE PRINT FOR FOOD THEY TRUST. THEY INSTINCTIVELY BOUGHT FAMILIAR FACES. THE CANS WENT HOME TO MILLIONS OF HOUSEHOLDS AND IGNITED A NATIONWIDE LABELLING CONVERSATION USING AN EMOTIONAL FILM, PR, POS, AND TRIGGERED A SURGE OF SUPPORT FROM AUSTRALIAN FAMILIES WITH REAL-TIME RESPONSIVE CONTENT. WHAT IS CATEGORY DEFINING ABOUT THIS IDEA IS THAT SPC PUT REAL FARMING FAMILIES AHEAD OF THE PRODUCT. SALES ARE DEPENDENT ON CONSUMERS QUICKLY RECOGNIZING THE ICONIC BRANDING. TO OVERHAUL ITS MOST VALUABLE PROPERTIES IS A SUBSTANTIAL UNDERTAKING; AS ONE THIRD OF THE CATEGORY, RISKING SUCH SIGNIFICANT SALES IS INCREDIBLY COURAGEOUS.
  • THE RESULT :
    WE SMASHED OUR SALES UPLIFT OBJECTIVE OF 8%, WITHOUT DISCOUNTING A CENT. ONE MILLION SPC FAMILY CANS WERE SOLD IN FIRST MONTH ALONE. THAT’S A 17% UPLIFT ON THE SALES TARGET. OUR SECOND OBJECTIVE – TO GROW THE BRAND CONVERSATION, GENERATING 100,000 SOCIAL INTERACTIONS WITH THE CAMPAIGN – WAS GREATLY SURPASSED. THE CAMPAIGN GENERATED 1.2 MILLION DIRECT SOCIAL INTERACTIONS. THAT’S 1100% GREATER THAN OUR INITIAL TARGET. DUE TO THE OVERWHELMING RESPONSE, A RERUN WAS ORDERED WITHIN TWO DAYS, NOW BECOMING A PERMANENT FIXTURE ACROSS THE ENTIRE SPC RANGE. INITIALLY INTENDED TO BE A FRUIT PROMOTION, #MYFAMILYCAN QUICKLY LEFT ITS MARK ON SOCIETY. DURING THE CAMPAIGN, THE ONLINE VIDEO RECEIVED 3.7 MILLION VIEWS, WHICH IS TWENTY-ONE TIMES ABOVE THE INDUSTRY AVERAGE. AS A RESULT, SPC IS NOW THE NUMBER ONE AUSTRALIAN FMCG BRAND FOR ENGAGEMENT, NOT BAD FOR A MEDIA EXPENDITURE UNDER AUD$60,000. THIS POSITIVE SENTIMENT RAPIDLY SPREAD FROM SUPERMARKETS TO MEDIA AND FEDERAL GOVERNMENT. 12 WEEKS ON, THE PRIME MINISTER UNVEILED NEW LABELING LEGISLATION, MAKING IT COMPULSORY FOR ALL PRODUCTS MANUFACTURED IN AUSTRALIA. WITH THIS EMOTIONAL PACKAGING PLATFORM, #MYFAMILYCAN EMPOWERED MILLIONS OF AUSTRALIANS AND SPARKED NATIONWIDE LABELING CHANGE. ALL WITH A HUMBLE CAN.