National campaign champions Australia’s independent fruit and vegetable shops
Australia’s independent fruit and vegetable retailers have been spotlighted in a new national campaign calling consumers to shop local.
The ‘Go Local for Your Fruit & Veg’ campaign is a collaboration between Australia’s central markets, chambers and ‘A better choice!’ retail network.
Launched nationally across digital, social and in-store channels, the campaign champions the real people and stories behind Australia’s fresh produce supply chain — from growers and wholesalers to local greengrocers who hand-select produce from central markets each morning.
As cost-of-living pressures and convenience continue to shape the way Australians shop, freshness, provenance and trust remain powerful motivators when it comes to fruit and vegetables. The campaign is designed to inspire shoppers to rediscover the benefits of buying from their local independent fruit and vegetable shops.
The campaign will reach thousands of shoppers through a mix of high-impact digital advertising and in-store activations nationwide.
Across social media, the short-form content highlights the quality and value of produce sourced daily through the central markets — while vibrant in-store signage, posters and point-of-sale kits bring the campaign to life for shoppers nationwide. Every state chamber and central market has been involved in bringing the campaign to life — from retailer onboarding to asset distribution.
The campaign’s central creative and messaging were tailored to ensure local relevance, while maintaining a unified national identity — a hallmark of the collaborative model of ‘A better choice!’.
Nina Torkman, national program manager of ‘A better choice!’ said the campaign is a celebration of freshness and local expertise.
“This campaign captures the real people and real stories behind Australia’s fresh produce,” said Torkman. “It’s about reminding shoppers that choosing local isn’t just about great quality — it’s about the community and care for the fresh produce that you can find at local independents.”
‘Go Local for Your Fruit & Veg’ has already had an impact. The digital campaign reached more than 7mn Australians during its initial burst, delivering 14mn impressions and strong engagement rates across social channels, helping to build top-of-mind awareness for ‘A better choice!’ as the national brand promoting the independent retailers.
“As ‘A better choice!’ continues to grow its national footprint, ‘Go Local for Your Fruit & Veg’ demonstrates how consistent, insight-led marketing can elevate the profile of independent retailers and reconnect consumers with the source of their produce,” said Torkman.
“By spotlighting the quality, freshness and expertise found in local independent stores, the programme continues to strengthen the connection between growers, wholesalers and the communities they serve — helping Australians see that supporting local truly is ‘A better choice!’ ”
More information about the campaign, including videos with wholesalers from across the country, can be found on the A better choice!’ webstie.
