A new 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.
Launched over the weekend, the ‘Buy SA. For SA.’ 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 will be run by Brand SA, which was re-established by the Malinauskas Labor Government after it was cut under the previous Liberal administration.
The campaign delivers on a key election commitment to put South Australian businesses first, create jobs and highlight the State’s world-class products.
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, free of charge, at brand.sa.gov.au. Brand SA is now a dedicated agency within the Department for Trade and Investment, with more than 8400 businesses registered and using the State Brand. Since its re-establishment, Brand SA has led the ‘Spend Your Support’ campaign providing relief to flood-affected businesses during the River Murray Floods, partnered with Food SA for the ‘EatDrink Local’ program, and supported the Adelaide 36ers on their preseason tour which included the historic victory in Phoenix, providing millions of eyes and exposure to Adelaide and South Australia.
Peter Malinauskas says, “We committed to bringing Brand SA back to put local products front of mind for South Australians – and we’re delivering on that promise.
“High quality South Australian produce is the envy of the nation and the world,” he said.
“Choosing local can be the best option for the consumer, but it can also deliver a massive economic boost to our state – boosting businesses and creating jobs.
“‘Buy SA. For SA.’ will help us keep more profits in South Australia rather than overseas – meaning that money can be reinvested here.”
Nick Champion says, “South Australia is home to the world’s best produce and this campaign is a win for consumers and producers alike.
“‘Buy SA. For SA.’ will benefit manufacturers, small businesses and workers in a showcase of the very best South Australia has to offer,” he said.
“The campaign takes our State’s premium produce from farm gate to the shelves of stores and ensures consumers can buy with the confidence they know it’s been grown in our clean and green environment.
“Our food and beverage industry is a major part of our economic and export success – and we are determined to keep driving this momentum to secure more jobs.”
Brand South Australia Board Chair Jane Jeffreys AM says, “Brand South Australia is proud to launch the ‘Buy SA. For SA.’ campaign to support South Australian producers and businesses.
“This is Brand SA’s first major campaign since its return last year and is a great opportunity to remind South Australians that by purchasing the quality produce and products made right here in SA, they will be contributing to the good of the state,” she said.
Tony & Mark’s Director Frank Capobianco says, “We’re excited to be involved in this buy local campaign that supports and benefits South Australian producers and businesses like us. Customers can now come into our stores and easily see which products are local by looking for the tags with the state brand.”
The Yoghurt Shop Chief Operating Officer Brandon Reynolds says, “By choosing local products, South Australians can enjoy the superior quality and unique flavours that make our region special, and support our friends, our families, and the very essence of what makes South Australia unique.”