The Australian Made Campaign Ltd (AMCL), responsible for administering and promoting the famous Australian Made logo, has unveiled the tag line of its new promotional campaign.
‘It’s never been more important to buy Australian than right now’ speaks to the place Australia has found itself in as it recovers from the COVID-19 pandemic.
Australian Made chief executive Ben Lazzaro says the organisation is backing Australian manufacturers and growers as they continue to lead the recovery effort.
“By calling on Australians to buy Australian right now, not only will we get products made to some of the highest quality and safety standards in the world, we can create local jobs and economic activity that will aid in the recovery process while also strengthening our local manufacturing capabilities,” he says.
The new campaign, which seeks to impact Australian purchasing decisions, will hit TV, radio, out-of-home, print, online and social media.
“A coordinated push to ‘buy local’ has the potential to play a big part in getting Australia back on line,” Lazzaro says.
“Whether it’s doing the weekly grocery shopping, buying online, sourcing supplies for business or procuring products for major projects, let’s make sure we look for the trusted Australian Made logo to be sure it’s authentically Australian.”
Footage from AMCL’s ‘Australian Makers’ video series features heavily in the new TV advertisement, and showcases a number of Australian manufacturers that proudly carry the logo.
“We were lucky enough to go behind the scenes and into the local factories, workshops and farms of some of the country’s most innovative manufacturers,” Lazzaro says.
“These are real businesses, people and products that make up Australia’s diverse and evolving manufacturing sector.”
Roy Morgan Research figures show that 99 per cent of Australians are aware of the Australian Made logo, and 88 per cent trust the mark as an identifier of genuine Australian products.
The vast majority (84 per cent) associate the logo with supporting local jobs and employment, while over half the nation associate the logo with products of high quality and produced using ethical labour.
Sustainability is also front of mind, with 49 per cent of Australians connecting clean, green and environmentally friendly attributes with the iconic green and gold kangaroo logo.
The COVID-19 crisis has drawn attention to Australia’s overreliance on imported products. Lazzaro believes it’s time to address the imbalance.
“Let’s take a long-term view and increase our level of manufacturing self-sufficiency,” he says.
“While there will always be a requirement for imports, it’s important we get the balance right between local and offshore manufacturing to ensure Australia’s long-term prosperity.”
For a directory of genuine Aussie products, visit www.australianmade.com.au.