SPC redesigns packaging

unnamed-2SPC has launched new packaging in an effort to make its food labelling clearer for consumers following a string of recent food scandals.

Created in partnership with Leo Burnett Melbourne, the #MyFamilyCan labels feature images of the Australian families behind the products.

Instore for the next three months, these labels will be displayed on Goulburn Valley, Ardmona, and SPC, ranges and will be available in Woolworths, Coles, and selected independent supermarkets nationwide.

“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,” said Jason Williams, executive creative director, Leo Burnett Melbourne.

SPC says that by buying these cans, consumers can see where their money is going and, importantly, where their food is from.

Sandra Pereira, marketing and innovation director, SPC, said she hoped it will help Australian families shop with more confidence.

“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,” Pereira said.

Along with film content, the campaign will be supported by a substantial print, POS, online, and social media push.

Comments

1 comment

  1. Andrew Lewis posted on April 1, 2015

    Go all the way guys... use SPC as a monolithic brand name across everything....reap the synergies...and while we are at it, give SPC a brand image that it deserves. Also stop dipping your toe in the water...having these labels for 3 months only? Does that mean that the labels run as long as the TVC? Half baked I'm afraid.....switching labels after only 3 months has the signs of a promotion....I would have thought that if this was the big idea (and it is probably the only one to position SPC above the generics and imports) then I would have thought that a big idea has longevity. Imagine what a genuine brand packaging agency could do...I would think a helluva lot more than just stick an ad on the can!

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