CASE STUDY

Eat Drink Local

Illustration of the number range 00-10 enclosed in an oval orbit.

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.

Coastal cliffs and green hills along the Fleurieu Peninsula in South Australia with text overlay promoting discovery.
Dining area with wooden tables and chairs set with plates, glasses, and utensils, overlooking a beach and cliffs through large windows.
Outdoor gathering at Lake Breeze Wines on the Fleurieu Peninsula, with people socializing and dancing outside, and a logo indicating the location and winery
People attending a food festival, sitting at tables, enjoying food and drinks, with warm lighting and a rustic decor.
Smartphone displays Instagram profile and posts related to Clare Valley, Kangaroo Island, Adelaide CBD, and local food and drinks.
Flyer promoting the EatDrink Local South Australia program, encouraging venues to support South Australian produce. It highlights benefits for participants, such as online presence, social media features, and promotional opportunities. The flyer includes a QR code, web address, and social media icons, with the branding "EAT DRINK LOCAL" and slogan "Locally sourced, locally served."
A restaurant with large windows, greenery outside, and a sign inside that says 'Eat Drink Local South Australia'. Overlaid text reads 'Locally Sourced, Locally Served'.

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