Australians are being urged to put their money where their heart is, with the launch of the biggest national advertising campaign in the history of the Australian Made logo.

Australian Made’s Made Right Here, is a new a national campaign encouraging shoppers to choose Australian-made products to support local manufacturers, jobs and the broader economy.

The campaign has been made possible through a $20 million Australian Government grant and will run across television, radio, print, out-of-home, digital and social media until 30 June 2026.

The campaign kicked off with a launch at Capral Aluminum in Smithfield, NSW.

Attending the launch, local member Chris Bowen commented:

“Launching Made Right Here in my home suburb of Smithfield makes sense. It’s one of the biggest industrial precincts in the southern hemisphere, and it’s where local workers make the products Australians rely on every day.

“This campaign is about turning national pride into practical support and making it easier for people to back Australian jobs at the checkout. When you choose Australian made, you are backing local businesses, stronger supply chains, and good secure work in communities like ours.”

The ‘Made Right Here’ cmapaign

Australian Made says the Made Right Here campaign will help Aussie consumers make more informed purchases, knowing they’re buying from a local. The campaign also aims to showcase the direct impact buying Australian Made has on the economy and local communities.

The TV advertisement brings the iconic Australian Made kangaroo logo to life, bouncing through scenes from construction, manufacturing and other industries to show what ‘made right here’ actually looks like. It also shines a light on homegrown innovation and the role local businesses play in creating jobs and driving economic growth.

Australian Made Chief Executive Ben Lazzaro says the campaign is designed to highlight just how many Australian-made options are already out there.

“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,” he said.

He added that the campaign celebrates something many of us take for granted.

“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.”

40 years on and still going strong

The timing of the campaign isn’t accidental. According to former ASBFEO and Australian Made Chair, Kate Carnell AO, Made Right Here lands in a landmark year for the Australian Made logo.

“The Australian Made logo turns 40 this year. In that time, the green-and-gold kangaroo has helped Australians make confident, informed purchasing decisions that support the country’s makers and growers – and in turn, local families and communities,” Carnell said.

Carnell says the trust for Aussie made goods is still high.

“Today, it remains the most trusted country-of-origin symbol, with 93 per cent of Australians trusting the brand.”

That trust matters, especially in a crowded and often confusing retail environment.

Tony Dragicevich, Managing Director and CEO, Capral Aluminum, which has a 90-year legacy of manufacturing in Australia, said the company has directly benefitted from the Australian Made logo.

“We are very proud to be Australian Made licensees. Australian Made, including the Made Right Here campaign being launched today, gives manufacturers like Capral a trusted, highly recognised mark that helps identify Australian-made products and gives customers confidence that they are buying quality,” he said.

Australians are willing to pay for local

Roy Morgan research commissioned by Australian Made in 2025 shows there is strong consumer support for buying local.

According to the research:

87 per cent of Australians say it is important to buy Australian Made

79 per cent are willing to pay a premium for Australian-made goods

Recognition of the Australian Made logo sits at 99 per cent

Trust in the logo is also among the highest of any brands tracked by Roy Morgan. That’s good news for businesses that carry it.

Currently there are already around 4,500 businesses licensed to use the Australian Made logo.

Industry and Innovation and Minister for Science Tim Ayres said the campaign has the potential to boost local businesses at the checkout and beyond.

“We know that if Aussie households spent an extra $10 a week on Australian-made products, it would boost our economy by $5 billion and create 10,000 jobs.

“If you look for and choose the iconic kangaroo logo when you do your shopping, you’re supporting local jobs and investing back into the local economy.”

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