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AWARDS :
GOLD
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SUB CATEGORY :
BEST USE OF MERCHANDISING/IN-STORE MARKETING INCL. PROMOTIONAL PACKAGING
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COMPANY ENTERING :
LEO BURNETT MELBOURNE, MELBOURNE
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ENTRY TITLE :
#MYFAMILYCAN
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BRAND :
SPC CANNED FRUITS AND VEGETABLES
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ADVERTISER :
SPC ARDMONA
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AGENCY :
LEO BURNETT MELBOURNE, MELBOURNE
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EXECUTIVE CREATIVE DIRECTOR :
JASON WILLIAMS
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COPYWRITER :
CALLUM FITZHARDINGE
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ART DIRECTOR :
BLAIR KIMBER
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DIGITAL ART DIRECTOR :
TIM SHELLEY
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HEAD OF SOCIAL :
CHRIS STEELE
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DESIGNER :
MATT PORTCH
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ACCOUNT DIRECTOR :
ARI SZTAL
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ACCOUNT MANAGER :
KENNETH CHOW
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COMMUNITY MANAGEMENT :
JENNI ROWBOTTOM
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STUDIO MANAGER :
CHRIS MILES
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PRODUCER :
MARIA BOROWSKI
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FILM PRODUCTION COMPANY :
PANCHO, SYDNEY
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DIRECTOR :
ADAM CIANCIO
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CINEMATOGRAPHER :
AARON FARRUGIA
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PHOTOGRAPHER :
CHRISTOPHER IRELAND (POOL COLLECTIVE)
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PRODUCTION MANAGER 2 :
KAELENE MORTON
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THE BRIEF :
SPC IS THE OLDEST AND LARGEST AUSTRALIAN FRUIT PROCESSING COMPANY. REPRESENTING ONE THIRD OF THE CATEGORY, THEIR PRODUCTS HAVE BEEN ON SUPERMARKET AND HOUSEHOLD SHELVES FOR GENERATIONS. DESPITE THIS POSITION THEIR MARKETING BUDGETS ARE SMALL, AS THEY HAVE FOUND IT DIFFICULT TO COMPETE WITH CHEAPER FOREIGN GOODS. ALSO, DUE TO CHEAP CONTAMINATED IMPORTS, AUSTRALIA WAS EXPERIENCING A HEPATITIS OUTBREAK, CAUSING NATIONWIDE ALARM ABOUT COUNTRY-OF-ORIGIN FOOD LABELLING. TO TAKE ON IMPORTS OUR OBJECTIVES WERE CLEAR AND CHALLENGING: GET PEOPLE BUYING - INCREASE SALES WITHOUT RESORTING TO DISCOUNTING AND GET PEOPLE TALKING - INCREASE SPC’S RELEVANCE BY GROWING THE BRAND CONVERSATION.
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THE STRATEGY :
SPC IS A 100-YEAR OLD BUSINESS. DESPITE MANY YEARS OF MEMORIES, CONSUMERS ARE FICKLE ABOUT PURCHASING SPC PRODUCTS. IT IS, AFTER ALL, MERELY TINNED FRUIT. GIVEN THE LINK BETWEEN ORIGIN AND QUALITY OF FOOD, OUR STRATEGY HAD A PURPOSE GREATER THAN PACKAGING. WITH A MULTI-CHANNEL APPROACH, WE SET OUT TO DRAW THE NATION INTO A FOOD LABELLING DEBATE BY EMPOWERING CONSUMERS IN SUPERMARKET AISLES. #MYFAMILYCAN WAS DELIBERATELY DESIGNED TO BE AN INTERACTION BETWEEN FAMILIES, FARMERS AND SPC BRANDS. WITH FARMERS AT THE FOREFRONT, WE USED THE PRODUCT TO DRIVE THE HASHTAG. AND WE USED THE HASHTAG TO DRIVE SALES.
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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 4MILLION CANS INTO 4MILLION 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 SUPPORTED BY AN EMOTIONAL FILM, PR, POS, REAL-TIME RESPONSE AND ‘BRANDED’ CONTENT ALL LED BY FARMING FAMILIES, NOT BRANDS.
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THE RESULT :
#MYFAMILYCAN TRANSFORMED THE PURCHASE OF PACKAGED FRUIT INTO AN EMOTIONAL DECISION, EMPOWERING MILLIONS OF AUSTRALIAN FAMILIES AND SPARKING NATIONWIDE LABELLING CHANGE. WHAT BEGAN AS A PROMOTION IS NOW PERMANENT. DUE TO THE OVERWHELMING RESPONSE, A RERUN WAS ORDERED WITHIN 2 DAYS. THIS POSITIVE SENTIMENT QUICKLY SPREAD FROM SOCIAL MEDIA TO NEWS NETWORKS AND FEDERAL GOVERNMENT. EIGHTEEN WEEKS ON, THE PRIME MINISTER ANNOUNCED COMPULSORY LABELLING REFORM. KEY RESULTS: 1 MILLION SOLD IN FIRST MONTH, 17% SALES UPLIFT, ENGAGEMENT 21 TIMES ABOVE INDUSTRY AVERAGE, 1.2 MILLION DIRECT SOCIAL INTERACTIONS , 3.7 MILLION VIDEO VIEWS, #1 AUSTRALIAN FMCG BRAND FOR ENGAGEMENT.
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