New Sunrise is helping to raise the profile of its members’ independent local stores with the launch of ‘Enjoy Local,’ a new national television campaign.

The campaign will be targeted to reach more than five million Australians and will communicate the offers they will find at their local store.

Steve Cardinale, Managing Director, New Sunrise said the business has now reached a scale where it is able to raise the visibility of its members.

The ‘Enjoy Local’ TVC campaign will reiterate the group’s values as a local family business by introducing a new mascot, a friendly local kookaburra.

Cardinale explained the reasons behind choosing a kookaburra as the mascot of their brand.

“We have picked a kookaburra for a number of reasons. Firstly, they are most active at sunrise; they laugh and like to have lots of fun; they live in families and look after their own; and they are a classic Australian icon,” he says.

The TVC will be supported with an exclusive consumer campaign called, ‘Enjoy Local Shop & Win’ where consumers will have the chance to win $1,000 in cash, with a winner every day for 28 days.

Cardinale said: “2020 has been a tough year for many, we are bringing some fun, excitement and energy back into the trade. We are working closely with supplier partners aligned to our strategic pillars.

“We have reached a scale to now communicate and raise visibility of the New Sunrise members’ independent local stores in Australian communities. “Independent businesses are the backbone of the community, and we want to do our part in communicating the great offers they will find at the local New Sunrise Enjoy Local store. This summer, we want Aussies shopping and enjoying local.”

The Enjoy Local TVC went live on Sunday 7 November on free to air and Foxtel, and will also be available to view on Facebook and Instagram.

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