New Sunrise has launched a brand-new mascot to represent its ‘Enjoy Local’ promotional platform and in store branding with a new national TV commercial campaign. 
The new mascot, a friendly local Kookaburra, is at the heart of the company’s values as a local family business.
“New Sunrise is bringing fun to 2021. We are kicking off with the introduction of our new company mascot. We have picked a Kookaburra for a number of reasons. Firstly, they are most active at sunrise; they laugh and like to have lots of fun; they live in families and look after their own; and they are a classic Australian icon,” says New Sunrise Managing Director, Steve Cardinale. “They have been known to sneak a sausage off the BBQ too…a bit cheeky…I think they are a lot like us!” 
To celebrate the launch and herald the summer trade, New Sunrise is running an exclusive consumer campaign ‘Enjoy Local Shop & Win’. The promotion gives consumers the chance to win $1,000 in cash, with a winner every day for 28 days, by simply purchasing their favourite promotions from a New Sunrise Enjoy Local store.
“2020 has been a tough year for many, we are bringing some fun, excitement and energy back into the trade. We are working closely with supplier partners aligned to our strategic pillars,” says Mr Cardinale.
The new promotion will feature on a new national TVC campaign, targeted to reach over five million Australians.
“We have reached a scale to now communicate and raise visibility of the New Sunrise members’ independent local stores in Australian communities,” says Mr Cardinale. 
“Independent businesses are the backbone of the community, and we want to do our part in communicating the great offers they will find at the local New Sunrise Enjoy Local store. This summer, we want Aussies shopping and enjoying local.:
And the Kookaburras name? Well, you’ll just have to wait and see.
“We decided early on to have the name open to our retail members to pick, as the mascot represents all of the New Sunrise family. We have had some great suggestions so far, and will announce the new name before the end of the year”.
The new TVC goes live on Sunday 7 November on free to air and Foxtel stations, and will be available to view at New Sunrise’s site and ‘Enjoy Local’ social pages including Facebook and Instagram. 
