The labels of the Goulburn Valley, Ardmona and SPC #MyFamilyCan range now feature local growers and farmers and the company is encouraging Australians to “support Aussie produce.”
“We know consumers want to know who grows their food and we’re proud to be recognised for our strong commitment to Australian grown and made food. So proud in fact we’ve launched #MyFamilyCan, an initiative that shows consumers exactly who is growing the food they are eating,” said Sandra Pereira, Marketing & Innovation Director, SPC.
Featuring six real-life Victorian farming families – the very people who grow the food for SPC – the initiative recognises that consumers want assurance that the food they eat is locally grown.
“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.
In a series of short films soon to be released on social media, the first featuring Gary Godwill and his 86 year-old mother Dorothy (who still works in the orchard), this family-focused campaign also highlights what consumer support means to the farmers and their families. And what it means for Australia.
The Godwill family is one of six appearing on labels. The other families are: the Jaques family (Tallygaroopna), the Weeks family (Nanneella), the Turnbull family (Ardmona) the Scarcella family (Orrvale) and the Kennedy family (Carag Carag)
“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,” Godwill said in the video shared on Facebook.
Last year, SPC’s people-powered social media campaign, #SPCSunday, was recognised as the Grand Prix overall winner at The Communications Council's 2014 APMA Star Awards.
SPC also won the award for the “Best Use of Social Marketing in a Campaign” for SPC Ardmona’s agency, Leo Burnett Melbourne.
The campaign, which started with a community Facebook page and a single tweet, created a national groundswell of support and action in February this year.