Can Australia’s kangaroo get Singapore’s stamp of approval?

Australian Made is putting Singaporean consumers in the driver's seat with a new campaign aimed at building recognition of its green-and-gold kangaroo as a marker of Australian-made products.

Titled "Australian Made, Singaporean approved", the campaign looks to familiarise consumers with what the Australian Made logo represents, while encouraging them to discover Australian products already available in Singapore.

The campaign comes as the Australian Made kangaroo marks its 40th anniversary this year. Designed by Ken Cato, the logo is used to identify products that meet the certification requirements set by Australian Made Campaign Limited (AMCL).

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Launching at Trifecta Singapore, "Australian Made, Singaporean approved" centres on the message "Look for the kangaroo", positioning the logo as a shopping cue for consumers looking for products that are genuinely Australian-made.

The three-month push will span media partnerships, digital creator content and out-of-home advertising across Grab. A dedicated Singapore website will also showcase participating brands and products available locally. The campaign will spotlight products across categories including skincare and wellness, food and beverage, apparel, homewares and pet nutrition.

It will also extend into an on-ground activation at the BYD Singapore International Marathon from 3 to 6 December, where an Australian Made booth will feature participating brands, interactive activities and giveaways.

According to AMCL, the campaign is intended to build awareness of the certification behind a logo that Singapore shoppers may already encounter on products, but may not necessarily understand.

While the organisation said the logo has 99% recognition among Australians, the Singapore campaign is looking to establish a similar association between the kangaroo and Australian provenance among local consumers.

"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," said Ben Lazzaro, chief executive of Australian Made Campaign Limited.

"The green-and-gold kangaroo tells you a product is authentically Australian Made. Whether it becomes Singaporean approved is ultimately up to Singaporeans," he added.

Lazzaro said the campaign hopes to encourage consumers to explore a wider range of Australian products and use the kangaroo as a way of identifying products that are genuinely made in the country.

The campaign also comes amid other marketing efforts tapping into the ties between Singapore and Australian consumers, albeit from the opposite direction. In July, Changi Airport launched the latest instalment of "A taste of Asia", enlisting Australian creators Tom Smallwood and Lachy Mac to encourage travellers to explore lesser-known Southeast Asian destinations through food, culture and adventure.

The series followed food creator and cookbook author Smallwood and comedian Mac as they explored local cuisines, hidden gems and cultural experiences in Labuan Bajo, Cebu and Phu Quoc, all accessible via Changi Airport.

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