SPC wants buyers to know exactly where their food comes from

The labels of the ‎#MyFamilyCan range by Goulburn Valley, Ardmona and SPC now show off the local growers and farmers who produce the food within.

SPC and its advertising agency, Leo Burnett Melbourne came up with the idea to promote the company’s Australian produce. 

Jason Williams, executive creative director, Leo Burnett Melbourne, explained, "This idea allows us to respond to an Australia-wide conversation, and to steer it in the right direction. This is bigger than just food labelling. It's about supporting Aussie produce in general."

The range will be in store for the next three months in Woolworths, Coles and selected independent supermarkets throughout Australia. 

“By buying these cans, consumers can see where their money is going and, importantly, where their food is from. Because that's what matters most,” SPC noted in its statement.
 
Sandra Pereira, marketing & innovation director, SPC, added, "SPC stands by Australian growers who produce the cleanest, greenest and safest food in the world. We're proud to be associated with our growers and to do our part to market the obvious benefits of Australian grown and made products. This campaign genuinely brought tears to my eyes. I hope it helps Australian families shop with more confidence."

The promotional range is being supported by an emotive film featuring Gary Godwill, a peach farmer in Kialla East, Victoria, whose family will appear on labels as part of the campaign, and his 86 year-old mother, Dorothy.

Godwill makes SPC’s proposition clear in the film: “I can’t image the loss of the family farm in Australia. The imported product we know doesn’t come into the country under the same scrutiny as what we are faced with when we’re trying to grow the product in Australia. Putting Australian families on the label gives people recognition of the actual people who are producing product. It will help Australians to understand where things are grown and where the food comes from. I think it’s a very positive step towards supporting families and supporting Australian farmers.”

#MyFamilyCan will be supported by a substantial PR drive, print, POS, online and a tactical social media campaign, that kicked off with a community Facebook page and a single tweet in February, that has already achieved substantial consumer support.