#MyFamilyCan
Like other local brands at the time, Australia's most iconic fruit company (SPC) was struggling to compete against unregulated imports. While debate on the topic raged we saw an opportunity to make a statement. We overhauled their most valuable brand real estate to connect consumers with farming families, a bold move that changed how Aussies shop in the category and paved the way for national labeling reform. Agency: Leo Burnett Melbourne Role: Senior Copywriter