Due to cheap, contaminated imports Australia was in the midst of a Hepatitis outbreak. This caused nationwide alarm about country of origin food labelling. While the nation debated and the category did nothing, SPC went to extraordinary lengths to show Australians where their food is from.
Utilizing the thing at the heart of the issue – the labelling – we overhauled SPC’s three biggest brands to draw the nation into a labelling debate. By dedicating their most valuable real estate to Australian farming families, we converted 4 million cans into 4 million conversation starters in every major Australian supermarket. and developed emotional content around each can – generating 1.2 million direct social interactions and 3.7 million video views, elevating SPC to number 1 in the category on Facebook for engagement.
/ Digital art director