Brand SA launches Buy SA. For SA. campaign
Brand SA's new 'Buy SA. For SA.' campaign will encourage shoppers to buy local rather than interstate or overseas products, a move that could see hundreds of millions of dollars stay in the local economy.
The campaign aims to switch at least $1 in every $20 of consumer spending away from interstate and overseas purchases to local ones – fuelling hundreds of millions of dollars in support for SA businesses.
The campaign aims to switch at least $1 in every $20 of consumer spending away from interstate and overseas purchases to local ones – fuelling hundreds of millions of dollars in support for SA businesses.
South Australians spend around $10 billion in supermarkets and grocery stores each year, according to ABS data. Switching as little as five per cent of that figure towards local products would provide hundreds of millions of dollars in support for local South Australian producers.
South Australia’s food and beverage sector accounts for approximately 30 per cent of jobs in the manufacturing industry. Exports of finished SA foods totalled $1.86 billion in 2020-21 – about 12 per cent of the State’s total export value.
‘Buy SA. For SA.’ makes it easier for shoppers identify South Australian brands, encouraging them to look for the State Brand on products when making purchases.
The campaign is expected to be supported by major supermarkets and retailers across 250 stores, including almost 100 Foodland outlets, all seven Tony & Mark’s outlets, 48 Drakes outlets as well as ALDI and Coles.
Buy SA. For SA. is Brand SA’s first multi-platform and independently run campaign since its re-establishment, with ads to appear across TV, radio, print, digital, cinema and outdoor displays, raising awareness of South Australia’s owned and grown produce.
More than 60 iconic South Australian businesses were involved in the campaign’s production, including Beerenberg, Haigh’s Chocolates, Fleurieu Milk, Port Elliot Bakery, Joe’s Henley Beach, along with the Adelaide Crows and Port Adelaide Football Club.
A team comprised exclusively of South Australians produced the ‘Buy SA. For SA.’ campaign footage, filmed in landmark metro and regional locations, from Adelaide Oval to Waikerie, Goolwa and Port Elliot.
South Australian businesses are encouraged to download the new campaign assets at BuySA.sa.gov.au and register to use the State Brand here.