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

Hundreds of items were individually sealed inside a can designed around their owner’s memory, creating personalised and airtight time capsules, protecting the contents for generations to come. This moved the cans from kitchen shelves to mantelpieces, creating a lifelong connection with the brand and sparked a passionate discussion about preserving SPC. The humble can became a symbol for preserving Australia’s fruit industry, before it disappears.

Using social media to drive the campaign, we launched with an emotional online film asking people what they’d like to preserve. Over six weeks, there was an overwhelming reaction and outpouring of emotion as Australians shared their deeply personal stories. From war medals and love letters to childhood teddy bears, each item and its story drove further conversation about preserving what’s important.

Hundreds of precious items were then chosen and delivered to SPC. Each item was then safely sealed inside its unique and individual can, designed around their owner’s memory. The cans were then heroed across SPC’s social media channels, further celebrating the stories.

Each can was then returned to its owner. This turned the tin can not only into a time capsule to be passed on, but a symbol for preserving SPC for future generations.

The campaign sparked a passionate discussion, 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

In a world of cut prices and fast moving food, Australians think of SPC and the preserving process as old world and irrelevant.

So, we showed Australians that preserving is actually all about the future, by asking them what precious items they would like to preserve for the next generation. By linking the preserving process to what’s important to people, we engaged our audience on a deeply emotional level, encouraging them to actively participate.

SPC is a 100-year-old preserving company and the last Australian cannery using home grown 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.