Cooee ads promote native ingredients

Indigenous-owned Cooee Native Foods has partnered with advertising giant JCDecaux Australia to launch a digital out-of-home campaign celebrating First Nations culture, stories and native ingredients during NAIDOC Week.

Running across JCDecaux’s premium digital network in Sydney and Melbourne throughout NAIDOC Week, the campaign aims to introduce millions of Australians to Indigenous culture through native foods while promoting Indigenous enterprise.

It aligns with this year’s NAIDOC Week theme, 50 Years of Deadly, highlighting Cooee’s commitment to celebrating Country and supporting First Nations growers, producers and communities.

Beyond the outdoor campaign, Cooee founder and CEO Terri-Ann Daniel also spoke with JCDecaux employees across Australia about the cultural significance of native foods and the role Indigenous-owned businesses play in creating economic opportunities for First Nations communities.

Daniel said NAIDOC Week was an opportunity to recognise knowledge that had sustained Indigenous communities for thousands of years.

“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,” she said.

The campaign comes after Cooee Native Foods’ recent acquisition of the 25-year-old Creative Native Foods brand, marking the first time the business has come under Indigenous ownership. The move is intended to expand opportunities for First Nations growers and producers while strengthening Indigenous participation in Australia’s native food industry.

“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,” Phillips said.