Australian Made Campaign Limited (AMCL) has launched a new initiative, “Australian Made Singaporean Approved,” to promote Australian products in Singapore. The campaign, which kicked off at Trifecta Singapore, seeks to highlight the provenance and authenticity of Australian goods through creative and digital content. The campaign’s core message encourages consumers to “Look for the iconic Australian Made Kangaroo” as a mark of genuine Australian products.
The green-and-gold kangaroo logo, designed by Dr Ken Cato AO, is already recognised by 99% of Australians. The campaign aims to build similar recognition and trust among Singaporeans. Ben Lazzaro, CEO of AMCL, stated, “Singaporeans know Australia well—its products, produce quality, and way of life—and they know what they like. Australian Made Singaporean Approved celebrates that connection with the confidence, optimism, and sense of discovery that Australians are known for.”
The campaign will feature a range of Australian-made products, including skincare, wellness, food and beverage, apparel, homewares, and pet nutrition. Over the next three months, the initiative will be visible across Singapore through outdoor advertising and digital content. A dedicated website will provide further information and showcase available brands.
In addition, the campaign will have a presence at the BYD Singapore International Marathon from 3 to 6 December, offering interactive activities and giveaways. The kangaroo logo is reserved for products meeting strict eligibility criteria, ensuring shoppers can trust its authenticity.
