Despite receiving an injection of Government funds after the #SPCSunday campaign, SPC was still struggling to compete against cheap unregulated imports. Amidst fierce debate about country of origin food labelling, we saw an opportunity to make a statement.
This genuinely emotional packaging platform changed how Australians shop in the category, and paved the way for nationwide labelling reform. As a result #MyFamilyCan was the 8th most awarded integrated campaign in the world in 2015.
Agency: Leo Burnett Melbourne
Role: Senior Copywriter