AMEX launches Shop Small campaign early to target COVID recovery

American Express is the latest brand to jump on board the call to Australians to shop local and support small businesses to kickstart the economy following the impacts of the COVID-19 pandemic.

In its ninth year, the Shop Small campaign is kicking off with a focus on the dining sector, featuring the tagline ‘Helping out never tasted so good’, before expanding into a range of small business sectors throughout the course of the year.

Shop Small usually runs during the lead up to Christmas, but this year has shifted to focus on economic recovery from COVID-19.

“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,” said Jee Moon, vice president merchant marketing at American Express. “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.”

For every dollar spent at a small business through the Shop Small offer, American Express card members will earn an extra three points.

Participating merchants will be identified through Shop Small collateral including de-cals designed by Coffee Cocoa Gunpowder. Research from the brand found that businesses which 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.

The campaign launches on radio, OOH, digital display, social and OLV, including YouTube and catch-up TV. DenstuMcGarryBowen was behind the creative, with UM executing media and OPR managing the earned media strategy.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.