My Family Can

Turning crisis into
opportunity

THE CHALLENGE

Australia was in the midst of a Hepatitis outbreak due to cheap, contaminated imports. This caused nationwide alarm about country of origin food labelling. In the wake of this, we saw the opportunity to show Australians precisely where their food came from.

THE CREATIVE SOLUTION

We dedicated SPC's most valuable real estate - their cans - to Australian farming families to educate the nation about the people and farms growing their food. The cans went home to millions of households and triggered a surge of support from families all over Australia. Due to the overwhelming response, this promotion forced the government to initiate a national labelling reform that soon became a permanent fixture on supermarket shelves.

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