Sydney, Australia – JCDecaux Australia has partnered with Indigenous-owned Cooee Native Foods to launch a digital out-of-home (DOOH) campaign during NAIDOC Week, using its national media network to spotlight First Nations culture, native ingredients, and Indigenous enterprise.
Running across JCDecaux’s premium digital screens in Sydney and Melbourne, the campaign aligns with this year’s NAIDOC Week theme, “50 Years of Deadly,” and gives Cooee Native Foods national visibility throughout the week.
The creative highlights the brand’s commitment to celebrating Country through native foods while supporting First Nations growers, producers, and communities, bringing Indigenous stories to millions of Australians through DOOH.
Alongside the campaign, Cooee founder and CEO Terri-Ann Daniel met with JCDecaux employees across Australia to discuss the cultural significance of native foods and the role Indigenous-owned businesses play in creating social, cultural, and economic opportunities.
“NAIDOC Week is a time to honour culture and recognise the knowledge that has sustained our communities for thousands of years,” Daniel said.
“Native foods carry stories of Country, kinship and care for the land. Sharing these ingredients with more Australians helps grow understanding while creating opportunities for Indigenous enterprise to thrive.”
The campaign follows Cooee Native Foods’ recent acquisition of the 25-year-old Creative Native Foods brand, bringing it into Indigenous ownership for the first time.
Tess Phillips, Executive General Manager of Corporate Affairs and RAP Co-Chair at JCDecaux Australia, said the campaign demonstrates how out-of-home media can help amplify Indigenous voices.
“Supporting Indigenous-owned businesses is an essential part of strengthening cultural, social and economic outcomes. Cooee’s campaign gives their story national visibility and hearing directly from Terri-Ann helps our teams understand how Indigenous enterprise carries culture and community forward.”
The initiative also supports JCDecaux Australia’s Reconciliation Action Plan and its Nurture for Country programme.
