The Australian Made Campaign has unveiled its largest national advertising campaign encouraging Australians to support local manufacturers, job creation and the economy by buying Australian-made products.
The new ‘Made Right Here’ campaign was made possible through a $20 million Australian Government grant that enables AMCL – a not-for-profit public company – to enhance public awareness and business participation, boosting consumer demand for Australian products and increasing business adoption of the Australian Made logo.
The campaign, created by Hive Creative, which will run nationally across television, radio, print, out-of-home, digital and social media aimed to help Australians make informed purchasing decisions that have a huge flow-on effect to their immediate communities as well as at a national scale.
The TVCs depict the Australian Made kangaroo logo coming to life, bouncing through scenes from sectors such as construction, manufacturing, retail and beyond to demonstrate what ‘Made Right Here’ truly means.
It also shines a spotlight on homegrown innovators, showing how supporting Australian ideas creates jobs and drives economic growth.
Almost 30 Australian Made licensees featured in the advertisement including Gray-Nicolls cricket bats, Mongrel Boots, Humphrey Law socks, Opella healthcare products, Funky Monkey Bars, Cyclone tools and Boral concrete.
AMCL chief executive Ben Lazzaro said the campaign highlighted the breadth of Australian-made options across nearly every product category and encourages people to make the right choice and buy Australian where they can.
“As the campaign says, Australian Made means made right here in Australia, but the green-and-gold logo means more than just where something is made – it means that when you choose it, you’re backing local businesses and home-grown ideas as well as supporting fellow Aussies,” Lazzaro said.
“The new campaign also highlights and celebrates what we can often take for granted – which is that we have access to such a wide variety of locally made, high-quality products that play pivotal roles in our everyday lives.”
Hive Creative’s creative director Michael Cain explained that the creative approach to the ‘Made Right Here’ campaign was intentionally simple, warm and grounded in real stories.
“It’s a genuine, heartfelt story that felt right for the brand. We wanted something optimistic and positive, but also human and authentic. By letting the kangaroo move through real places and meeting makers, the campaign connects people with what Australian Made stands for today, the care, skill and pride behind the things made right here,” Cain said.
Hive Creative chief executive officer Wayne Murphy said the platform was designed to balance storytelling with clarity across a wide range of messages.
“Strategically, the challenge was to tell a rich, layered story without overcomplicating it. ‘Made Right Here’ strikes the right balance between nuance and simplicity, so it genuinely feels right,” Murphy said.
Australian Made engaged Hive to undertake a comprehensive strategic brand review, resulting in the development of the new ‘Made Right Here’ campaign. The campaign encourages Australians to choose Australian Made products and better understand the broader impact of supporting certified Australian Made goods.
New Roy Morgan research commissioned by Australian Made in 2025 highlights strong consumer support for buying local. Eighty-seven per cent of Australians say it is important to buy Australian Made, while 79 per cent are willing to pay a premium for Australian-made goods. Recognition of the Australian Made logo is almost universal at 99 per cent, with trust among the highest of any brands tracked by Roy Morgan.
