I Choose Sa Marketing Strategy

The “I Choose SA” campaign was started to promote the purchase of locally grown/made products. The campaigns’ main objectives are to increase jobs via the demand for SA products, help businesses and consumers identify South Australian products and drive sales of products and services throughout SA. [1]

Lamb is quite popular Australian food with an annual consumption of 7.4Kg per person; in South Australia there are many farms that raise the lambs. [2] Lamb has become iconic with Australians in general, as it was easily accessed and is relatively cheap, but in the past few years the price for lamb has gone up. [3] South Australia has Savannah Lamb, which Lamb raised from the Clare Valley famous for how they raise the lambs and ethically take

[5] Adelaide hills growers over 29,000 tonnes of apples annually and are there over 100 plantation growers in South Australia. [6] This has allowed lower costing apples in stores. This is why I Choose SA campaign has targeted the sale of locally grown apples.

Majority of Individual IGA (Independent Grocers of Australia) stores are independently owned. [7] The majority of smaller IGA stores focuses on selling as much locally grown produce as possible and by doing so affects the local economy by circulation the income allowing more of the proceeds to go the growers/famers. This allows the consumer to also have easier access to local produce. [8] Stores, which sell local goods, earn the benefit of advertisement from the I Choose SA campaign, which help drive business of the stores.

The Waterbridge Mill is found in the Adelaide hills and uses as much local produce to create a culinary experience. A mix of multicultural experiences, including Japanese, French, Middle Eastern and Mediterranean inspired dishes. They also have a large variety of regional platters and wines, some of the platters severed includes Serrano jamon (cured cold ham), Pork terrine, crispy pig skin, Sourdough and Aged Gouda, all South Australian sourced but inspired multicultural. [9] The Waterbridge Mill is currently spotlighted by the I Choose SA site this provides advertising for the restraint on the site spotlight page.