Driven by the mandate of A Better Choice! — the first national initiative aimed at educating shoppers about the quality, service and freshness offered by local greengrocers — the new campaign puts greengrocers and their customers firmly in the spotlight. It celebrates the personality, expertise and warmth that supermarkets can’t replicate, while championing the superior freshness of produce sourced through neighbourhood stores.
According to Lauren Kitchener, Head of Marketing and Communications at the Melbourne Market Authority, the goal was to reconnect Australians with both the value of local produce and the people behind it.
“Shopping at a greengrocer is a completely different experience to a supermarket. You get genuine advice, real relationships and produce that hasn’t been shipped halfway around the world or sitting in cold storage for a week. littleBIG captured that honestly — there’s warmth, character, drool-worthy produce and a sense of authenticity that feels unmistakably local,” says Kitchener.
For littleBIG Creative Director Rich Harley, the approach was straightforward: “We kept it characterful, fun and honest. That’s what local greengrocers are, and that’s what the work needed to be.”
At the heart of the platform, Real. Good., is a simple truth: both the experience and the produce are better when they come fresh from a greengrocer who knows your name. The campaign leans into what’s “real” — fresh, unpackaged fruit and vegetables; small-business charm instead of corporate scripts. Bold, playful visuals of vibrant produce and real-life greengrocers are paired with sharp, smile-inducing copy lines such as “Less aisles and more smiles” and “No loyalty cards, just loyalty.”
Beyond creative development, littleBIG also handled above-the-line and digital media buying, along with full project and shoot management, working closely with the Melbourne Market Authority team throughout.
The campaign is currently live across large-format digital billboards, Yarra Trams shelters, SVOD platforms including Netflix, CTV and BVOD across Seven Network, Nine Network and SBS, as well as programmatic display and audio, and premium video placements across YouTube, Meta and TikTok. The rollout runs until 15 March.
Greengrocers featured in the campaign include Senserrick, The Happy Apple, Biviano & Co., and Queen’s Harvest at Queen Victoria Market, reinforcing the vital role independent retailers play in their communities.
Creative outputs span two TVCs, social media advertising, digital audio and a suite of static assets. The films were directed by Josh Davis of Supernatural, with photography by Connor Vaughn — bringing warmth, texture and humanity to a campaign designed to remind Australians why local greengrocers remain such an essential part of everyday life.
