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.

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.”



  • 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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