Andy Lee has been unveiled as the face of Australian Made Week 2026, starring in a new campaign celebrating local manufacturing and encouraging Australians to buy homegrown products.
Created by Hive Creative and Outrun Creative, the campaign playfully rebrands the initiative as “Austra-Lee-an Made Week”, leaning into Lee’s humour and national appeal.
Running from now until the end of May, the integrated campaign spans TV, radio, out-of-home and social, leading into Australian Made Week from 18–24 May.
Celebrating local manufacturing
Australian Made Campaign Limited CEO Ben Lazzaro said the campaign highlights the breadth of products made and grown locally.
“It’s fantastic to have Andy on board as we celebrate the 40-year milestone for the Australian Made logo and to help spread the message about how choosing to buy products bearing the green and gold kangaroo makes a tangible difference to our local businesses, manufacturing industries and communities,” he said.
Lazzaro added that the campaign continues to grow each year, spotlighting more than 4,500 certified Australian Made businesses.
Mockumentary-style storytelling
The campaign’s hero TVC adopts a mockumentary tone, featuring Lee getting “match fit” as Australian Made Week’s self-proclaimed biggest fan.
The spot includes references to previous ambassadors, including Ariarne Titmus, Jess Mauboy and Adam Liaw, alongside a showcase of Australian-made products ranging from everyday goods to industrial equipment and even space technology.
Michael Cain, Creative Director at Hive Creative, said the tone was designed to balance entertainment with impact.
“The creative really taps into Andy’s comedic strengths and rapport with audiences as well as his enthusiastic support of local industries – being a business owner and a successful Aussie ‘export’ himself,” he said.
The campaign will also be supported by earned media highlighting the economic benefits of buying local.
According to Roy Morgan research, if every Australian household spent an additional $20 per week on Australian-made products, it could inject $11 billion into the economy annually and create nearly 20,000 jobs.
Credits
Client – Australian Made Campaign Limited
Key personnel – CEO Ben Lazzaro, Marketing & Communications Operations Manager Caitlin Blair, Trade Marketing & Partnerships Manager Anthony Collier and Marketing and Communications Coordinator Katrina Katopodis
Creative agency – Hive Creative
Key personnel – CEO Wayne Murphy, Creative Director Michael Cain, Senior Account Manager Zach Cahill, Senior Creative Lead Amelia Ephraims, Conceptual Lead Chris Hince, Copywriter Andy Segal and Senior Retouching and Finish Artist Alex Rodriguez
Production agency – Outrun Creative
Key personnel – Director/photographer Robert Geary, 1st Assistant Director Jess O’Farrell and Producer Sofia Viegas
Talent – Andy Lee (via Profile Talent Management)
Music – Melodie
PR agency – Soda Communications
Media strategy – Thread Media and Convincely
Main image: Andy Lee