SPC put farming families on cans to highlight Australian-made produce
SPC is highlighting its Australian made produce with a new approach to its labels, with the new labels featuring images of the Australian families behind the food.
Created by Leo Burnett Melbourne the #MyFamilyCan initiative aims to highlight to consumers where the money they spend goes and where their food is from. A content film featuring Gary Goodwill is supported with PR, print, point-of-sale, online and tactical social media.
https://www.youtube.com/watch?v=rem0_BgC3fU
Leo Burnett Melbourne executive creative director Jason Williams said: “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.”
The new lables will be in store for the next three months at Woolworths and Coles and selected independent supermarkets.
SPC marketing and innovation director Sandra Pereira said: “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.”
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
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Good to see such an “Australian” company using such an “Australian” ad agency as Leo Burnett.
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Nice idea
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A very serious issue, well done SPC for supporting the future of Australian farming and hence the future if rural Australia. Australian farming and business needs at least a truly level playing field to survive. Imported food should be subjected to much higher scrutiny for health and safety, witness ABC berries…
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Like it. Place of origin is clearly a big purchase driver. Sadly we all know SPC is owned by Coke-Cola which totally undermines any authenticity.
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This campaign seems to just play on Australia’s xenophobic undertones. Research has shown that people shop by price, country of origin costs and the simple fact is consumers want cheap food.
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This is a great idea. Sorry Steve, your cynicism is misplaced here.
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Hey Steve, take a chill pill!
They’re not trying to ban the burqa!
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Great insight & execution.
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