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Campaign for South Melbourne Market going plastic-free.
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.