Naomi Watts, Daniel Ricciardo and Mick Fanning are leading Square’s first-ever Australian brand campaign to spotlight local businesses across Sydney, Melbourne and Brisbane.
“See You in the Neighbourhood” runs across TV, radio, digital, social and out-of-home advertising, and features the three high-profile Australians alongside more than 100 Square sellers, including cafés, restaurants, bakeries, bars and shops the payments and point-of-sale company describes as neighbourhood fixtures.
At launch, Watts appears alongside Bakery on Glenayr in Sydney, Ricciardo is paired with Leonard’s House of Love in Melbourne, and Fanning visits Pasture & Co on the Gold Coast. Each was selected for an authentic connection to their home city and its local business scene.
“Square serves an extraordinary breadth of sellers – and what unites every one of them is their role as a neighbourhood connector,” said Stacey Lowther, Marketing Lead, Square Australia. “Their restaurants, cafés, bakeries and bars are where people gather, connect and feel at home. By helping those businesses thrive, we help their neighbourhoods thrive.”
Rollout across three tiers
The campaign runs across three tiers from July through August. Through August, dedicated placements will spotlight additional neighbourhood favourites, including Firedoor, AP Bakery and Fishbowl in Sydney; France Soir, Baker Bleu and Tarts Anon in Melbourne; and The Green Edge, Nodo and Manly Boathouse in Brisbane.
Each of these businesses receives out-of-home placements, radio, social content and professional photography, with paid amplification funded by Square.
A third tier extends to more than 120 additional sellers, with hyper-local out-of-home placements across the eastern seaboard.
Naomi Watts
Backed by Square’s own research
Square pointed to its Neighbourhood Nation research (2025) and Local Economy Report (2026), which found 54% of Australians feel more connected to their neighbourhood than five years ago, and 73% of monthly dining spend goes to local venues.
The company said its transaction data also shows repeat customer loyalty is measurably higher in suburban venues than in the CBD.
“This campaign signals externally what Square has been quietly building towards for over a decade – giving every seller, regardless of their size, the tools they need to grow, thrive, and become a neighbourhood favourite,” Lowther said.
Made in Australia
The campaign was produced entirely in Australia, using local talent, crew, locations and sellers. It was created by Square’s internal creative team, led by Executive Creative Director Sean Conroy, with media buying by AlchemyOne, production by Entropico and Mirae Creative, and photography by Declan Blackwell.
“This campaign is designed to help sellers feel seen, supported and celebrated,” Lowther said. “Whether you’re running a single shopfront or building across cities, you’re creating something that matters to the people around you – and Square is here to help you do it.”