Confectioner Robern Menz has launched a new campaign encouraging consumers to swap one supermarket food item with its South Australian produced counterpart.
The 'Shop and Swap' campaign includes social media marketing and hopes to engage South Australians to support the state's food industry.
Robern Menz partnered up with Food SA to kick off the campaign, which follows the success of its 'SA brand word-cloud' graphic (see below), which had almost 2,000 shares on social media.
The graphic features well-known South Australian brands and products including Spring Gully, Beerenberg, Vili's, Bickford's, Balfours and Golden North.
Robern Menz CEO, Philip Sims, said "With the recent news of Spring Gully's challenges and through consumer feedback via our FruChocs Facebook page, it is very clear that South Australian’s generally have a real lack of understanding of what is actually produced here in our state. The sentiment of locals wanting to support locals is huge and this is evidenced by the tremendous response to Spring Gully’s plight."
After going into voluntary administration earlier this month, SA brand the 65-year-old South Australian pickles and sauce food company, Spring Gully, got a boost when three weeks worth of sales happened in three days, reviving its hope of a brighter future.
"The campaign we have proposed is simple and realistic, we are not expecting people to solely buy locally, although that would be great. We acknowledge people have brand loyalty, are price conscious and often unaware of what is actually made here in SA. Thus, we have designed a campaign that is attainable, easy to communicate and easy to ‘share’," Sims said.
"We believe this has a good chance of making a positive impact on the South Australian food industry and the economy in which we live. All we are asking is that shoppers swap just one item for a locally made item each time they fill their trolleys."
The campaign is intended to help people recognise locally-owned brands so consumers can make informed purchasing decisions that support locally-owned businesses.
Catherine Barnett, CEO of Food SA, endorses the Robern Menz initiative. "It is critical that people understand what they are buying. We would like consumers to think about buying and consuming South Australian made and owned high quality products," she said.