Australian Made • Singapore Campaign Launch 2026
Australian Made Campaign Limited (AMCL) is prominently showcasing its distinctive green-and-gold Australian Made kangaroo in Singapore this October with "Australian Made, Singaporean Approved"—a new initiative celebrating Australian products, their origins, and the ethos behind the mark.
Launching at Trifecta Singapore, the campaign will convey Australia's confidence and adventurous spirit through impactful creative and digital content. At its core is a straightforward message: Look for the iconic Australian Made Kangaroo—an invitation to explore the variety of Australian Made products available in Singapore and understand what makes them unique.
ABOUT THE AUSTRALIAN MADE, AUSTRALIAN GROWN LOGO
The green-and-gold Australian Made, Australian Grown (AMAG) logo is the only registered country-of-origin certification trademark for genuine Australian products and produce. The AMAG logo can only be used on products registered with the not-for-profit organization Australian Made Campaign Limited. The strict set of rules governing the logo’s use also requires that it must always be used with one of five descriptors: ‘Australian Made’, ‘Australian Grown’, ‘Product of Australia’, ‘Australian Seafood’ or ‘Australian’ (for export use only). To use the logo, goods must meet the criteria set out in Australian Consumer Law as well as the more stringent Australian Made, Australian Grown Logo Code of Practice. More than 4,600 businesses are registered to use the AMAG logo, which can be found on thousands of products sold worldwide.
Local consumers might already recognize the familiar logo on products they use without fully understanding its significance. "Australian Made, Singaporean Approved" aims to change that by enhancing awareness of what the symbol represents, while leaving the final endorsement to Singaporeans themselves. Designed by Dr. Ken Cato AO and introduced 40 years ago, the green-and-gold kangaroo is recognized by 99 percent of Australians, with an +82 Net Trust Score, and nine out of ten Australians confident that products displaying it are genuinely Australian. "Australian Made, Singapore Approved" seeks to build similar recognition and trust among Singaporean consumers. This vibrant campaign aims to increase awareness of the kangaroo as a trusted symbol of Australian authenticity and a preferred shopping guide.
Ben Lazzaro, Chief Executive of Australian Made Campaign Limited, stated: “Singaporeans are familiar with Australia—its products, produce, quality, and lifestyle—and they know what they appreciate. Australian Made, Singaporean Approved celebrates that connection with the confidence, optimism, and sense of discovery that Australians are known for.” “The green-and-gold kangaroo indicates a product is authentically Australian Made. Whether it becomes Singaporean Approved is ultimately up to Singaporeans. We want people to discover the wide range of Australian products available here, try something new, and when they want to know if something is genuinely Australian Made, look for the kangaroo.”
Look for the Kangaroo - Discover, experience, and win
From skincare and wellness to food and beverage, apparel, homewares, and pet nutrition, "Australian Made, Singapore Approved" will highlight the variety of certified Australian-made goods already available in Singapore.
Over the next three months, "Australian Made, Singaporean Approved" will come alive across Singapore through creative storytelling with media and digital content creators. The green-and-gold kangaroo will also appear on the streets through outdoor advertising with Grab.” A dedicated Singapore website will provide more information about Australian Made and showcase brands available locally. Beyond the launch, a contest will offer six winners the chance to experience Trifecta themselves.
The campaign will also engage Singaporeans at the BYD Singapore International Marathon from December 3 to 6, with a dedicated Australian Made booth inviting visitors to look for the kangaroo, discover Australian Made brands, and participate in interactive activities and giveaways.
The kangaroo has to be earned
Not every product that appears Australian can carry the green-and-gold kangaroo. The logo is reserved for products that meet the Australian Made campaign’s specific eligibility criteria. It provides shoppers with a clear and reliable way to identify products that are genuinely Australian Made.
For more information and to discover participating brands and products, visit: https://australianmade.com.au/campaigns/singaporeanapproved/
Australian Made Campaign Limited is located at Level 4, 111 Coventry Street, Southbank, VIC 3006, Australia.
Free ph: 1800 350 520
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