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Digital
Use of Social Media

Finalist

Entrant: Leo Burnett, Melbourne
SPC Ardmona - "Preserved Memories"


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Corporate Name of Client: SPC Ardmona

Agency Account Director: Ari Sztal

Agency Account Manager: Kenneth Chow

Agency: Leo Burnett, Melbourne

Chief Creative Officer: Jason Williams

Copywriter: Alex Metson

Art Director: Blair Kimber

Agency Producer: Maria Borowski

Production Manager: Kaelene Morton

Designer: Matt Porch

Head of Social: Chris Steele

Associate Digital Creative Director: Tim Shelley

Community Management: Katelyn Testa/Danielle Ruasol/Josh Popow

Director of Integrated Strategy: Ilona Janashvili

Production Company: Studio Pancho

Director: Lizzy Bailey

Producer: Francesca D’Orazio

Director of Photography: Aaron Farrugia

Editor: Chris Ward

Sound Design Company: Gusto Music


Description of the Project:
USING THE PRESERVING PROCESS TO PRESERVE A CANNERY

Problem
SPC is a 100-year-old preserving company and the last Australian cannery using homegrown produce. But cheap imports are wiping out the local industry. Without SPC, the towns, farms and families that grow Australia’s natural fruit will disappear forever. To preserve SPC, we needed to create affection for the cannery.

Idea
So, we created Preserved Memories. Using SPC’s very own preserving process, we invited Australians to preserve their most cherished items in SPC cans. 

Execution
To drive the campaign, we leveraged SPC’s strong social media presence, launching with an online film inviting Australians to preserve what’s important to them.  The film struck a chord across the nation, creating an immediate outpouring of emotion, as Australians shared their deeply personal stories. From war medals and the jewellery of passed loved ones to childhood teddy bears, each item and its story drove further conversation about preserving what’s important. And SPC was at the heart of the discussion.

Hundreds of precious items were chosen and their owners directly contacted. The items were then sent in, photographed and integrated into labels specifically designed around the owners’ memories. Each object was then safely sealed inside its can, creating a personalised and airtight time capsule, protecting the contents for generations to come. 

To showcase the cans, we again leveraged social media, sharing them with tens of thousands of Australians as well as directing them to the campaign’s website. This further celebrated the individual stories and fuelled the conversation.

Finally, the Preserved Memories were returned to their owners, who were deeply moved to see their treasured object, beautifully preserved and presented in an SPC can. This moved the can from kitchen shelves to mantle pieces, creating a lifelong connection with the brand – turning the humble can into a symbol for preserving Australia’s fruit industry, before it’s too late.

Results

The campaign reached Australians across the nation, sparking passionate conversation and building genuine affection for the brand, as people became emotionally invested in preserving SPC and Australia’s fruit industry for generations to come.

•	#1 FMCG BRAND FOR ENGAGEMENT IN AUSTRALIA
•	230% INCREASE IN MONTHLY SOCIAL GROWTH 
•	130% INCREASE IN BRAND AFFINITY