American Express encourages consumers to dine out in Small Shop work via dentsu mcgarrybowen

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American Express encourages consumers to dine out in Small Shop work via dentsu mcgarrybowen

American Express has unveiled its new Shop Small campaign in Australia via dentsu mcgarrybowen, encouraging consumers to dine out to accelerate small business recovery. The campaign marks the transformation of Shop Small into a year-round movement, incentivising customers to spend where it is needed most.


Now in its ninth year, Shop Small celebrates the valuable contributions small businesses make to their communities. Traditionally held in the lead up to Christmas, this year’s shift to an always-on initiative aims to assist small businesses that have been affected by the Covid-19 pandemic as they navigate the road to recovery.

The campaign creative kicks off with a focus on the dining sector, featuring the tagline “Helping out never tasted so good.” It highlights to consumers how easy – and delicious – it is to support local eateries, while American Express Card Members earn three extra points per dollar spent with participating small businesses through the Shop Small Offer.

The brand campaign will roll out in several phases throughout 2021, with upcoming creative and media innovation that will shine a light on a broad range of small businesses and sectors that have been impacted by the pandemic.

Says Jee Moon, vice president merchant marketing at American Express: “Small businesses have had it tough this last year and while many are on the road to recovery, they still need all the support they can get. Shop Small reminds us all that we need to put our money where our mouth is – and the results certainly speak for themselves. Between 2013 and 2020, American Express Card Members have contributed more than $6 billion to the Australian small business sector through Shop Small.

“But equally important, we want this campaign to remind consumers of the joy of dining out. The occasion, the ambience and, of course, the food! Nothing beats a great meal in a café or restaurant, and certainly not when you know you’re spending with businesses that need it most, and getting bonus points at the same time.”

The campaign launches in radio, OOH, digital display, social and OLV, including YouTube and catch-up TV. The campaign creatives were produced by dentsu mcgarrybowen with selected photography shot by Jarrad Seng. UM is executing the paid media campaign and opr the earned media strategy.

American Express has also distributed Shop Small POP to participating merchants to help drive footfall in store, including window de-cals designed by Cocogun. American Express research has shown that businesses that clearly display American Express branding saw a 24% uplift in the number of new card members coming into their store, and a 17% uplift in the number of American Express transactions.

To learn more about Shop Small visit and follow #ShopSmall.

American Express encourages consumers to dine out in Small Shop work via dentsu mcgarrybowen