Campaign for South Melbourne Market going plastic-free.
Services —
Campaign
Photography & Video
Industries —
Government & Community
South Melbourne Market, a lively hub for locals, wanted to go further in its commitment to sustainability. Building on the success of its ‘BYO Produce Bags’ initiative, the market set its sights on an ambitious goal: inspire shoppers and traders alike to swap single-use plastics for reusables and make sustainable shopping the new normal.
The brief? Create a campaign that feels familiar, approachable, and encourages new habits.
We brought the campaign to life with a message straight from the heart of the market —
Using the voices of traders locals already trust, we crafted a simple, no-fuss call to action, “Next time, bring it.” This direct, friendly message was designed to fit seamlessly into everyday shopping routines. Like, “Don’t forget your bags and containers!” but without the lecture.
Visually, we went bold and colourful, drawing inspiration from the vibrant produce and busy market vibe. With phrases like “Bring Your Own Container Here” and “Next Time, Bring It,” the campaign materials appeared across the Market, from butcher stands to veggie stalls, creating a sense of unity and purpose. We even included reminders for those, “Oops, I forgot” moments, making reusables accessible without the guilt.
Traders speaking to their locals —
By putting traders at the forefront, “Next Time, BYO” encouraged a community-led shift that resonated with shoppers. Now, regulars and newcomers alike bring their own bags and containers, contributing to South Melbourne Market’s journey toward a zero-waste future. It’s already setting a new standard, showing markets everywhere how a little local love and a lot of teamwork can make sustainable habits stick.
“Playful, and approachable, we incorporated a motion response that matched the simplicity of of the campaign’s key message”
Eileen
Brand & Motion Designer
Post-campaign Statistics
1 —
10k+
The YouTube video achieved 10,000+ views—a massive increase compared to the client’s average of 200-300 views per video.
2 —
1k+
Typically, South Melbourne Market’s Instagram account sees a monthly increase of 200-500 followers, whereas post-campaign, it led to a 2x increase in follower growth.
