SPC Goulburn Valley: #MyFamilyCan – How a humble can empowered millions of Australians

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

Campaign details

Brand: SPC / Goulburn Valley / ArdmonaBrand Owner: SPC ArdmonaLead Agency: Leo Burnett Melbourne, Studio PanchoContributing Agency: Slingshot MediaCountry: AustraliaIndustries: Fruit & vegetablesMedia Channels: Content marketing, Online video, Packaging & design, Point-of-purchase, in-store, Social media, Television, Word of mouth, advocacyBudget: Up to 500k

Executive Summary

Due to a batch of contaminated imports, Australia was experiencing a Hepatitis outbreak, fuelling nationwide alarm about country-of-origin food labelling.

While the nation debated, Australia's largest fruit processor and cannery went to extraordinary lengths to express the Australian...

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