SPC Ardmona highlights the fact its product is locally grown as part of new push from Leo Burnett Melbourne.
Leo Burnett Melbourne and SPC Ardmona are seeking to capitalise on a desire to buy Australian produce by putting the families which grows the products on SPC cans of fruit.
It's created a new family of cans known as #MyFamilyCan, and executive creative director at Leo Burnett, Jason Williams, said it wanted to tap into a national conversation.
"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,” Williams said.
The new cans will appear in stores over the next three months.
Along with the cans, there is a brand film featuring farmer Gary Godwill.
It will also be supported with a “substantial” PR drive, print, point of sale, online, and “highly tactical” social media.
Agency: Leo Burnett Melbourne
ECD: Jason Williams
Senior Art Director: Blair Kimber
Senior Copywriter: Callum Fitzhardinge
Digital Art Director: Tim Shelley
Designer: Matt Portch
Head of Social: Chris Steele
GAD: Ari Sztal
Account Manager: Kenneth Chow
Production Manager: Kaelene Morton
Studio Manager: Chris Miles
Producer: Maria Borowski
Social Creative: Brandon Rice, Katelyn Testa & Matt Peters
Community Management: Jenni Rowbottom
Photography: Christopher Ireland, Pool Collective
Film Production: Pancho
Director: Adam Ciancio
DOP: Aaron Farrugia