2023

Eat Drink Local

Sector

Food, Wine, Tourism, Hospitality

Impact

FEENEY revitalised EatDrink Local SA into a vibrant, future-ready program connecting communities, venues, and visitors under the promise of ‘Locally Sourced | Locally Served.

Scope of Engagement

Desktop research, audit of archived program materials, stakeholder insights, positioning, strategy refresh, UX architecture, copywriting and content design, visual identity, campaign creative, video direction and production, brand system alignment.

Reviving a Dormant Program
The EatDrink Local SA program, once well-regarded, had been dormant for several years. FEENEY was engaged to reimagine and reinvigorate the initiative, beginning with desktop research and a review of archived material.
What became clear was the program’s unique interdependence: both patrons and venues were essential for its success. At its heart, it was all about the community supporting local producers, cafes, restaurants, and the people who choose them.
This insight crystallised into a powerful promise: “Locally Sourced | Locally Served.” Grounding the program in this simple but meaningful truth set the foundation for a refreshed brand identity and a strategy designed to reignite engagement.

Creating an Accessible, Authentic Experience
FEENEY expanded the program into the digital space with a new website that enhanced the brand's online identity. Designed as the central hub for discovery, the site offered straightforward navigation, filtering options, striking visuals, and enticing copy, making it easy for users to explore and connect with venues through the growing directory.
Parochial wayfinding messages in regional areas reinforced pride in local food, wine, and beverages. Ambassadors from household names to regional chefs and venue owners lent authenticity and championed the program across communities, enhancing engagement with locals and visitors alike.
The campaign creatively celebrated the vibrancy of South Australian food culture while building a strong, cohesive network between venues and patrons.

Bringing the Spirit of Local to Life
To amplify impact, FEENEY combined professional photography with user-generated content to showcase real local experiences, stimulating appetites and encouraging visitation.
A video, directed and produced by FEENEY, captured the essence of the program at the Watervale Hotel in the Clare Valley. This not only brought the EatDrink Local story to life but also bolstered the hotel’s profile, helping it secure multiple awards.
By aligning compelling visuals, authentic storytelling, and a refreshed brand system, the EatDrink Local SA program has reemerged as a trusted and engaging platform, strengthening South Australia’s reputation for world-class food and drink while driving regional pride and visitation.