Square's first Australian brand campaign bets on the local high street — with Watts, Ricciardo and Fanning

Square has launched its first-ever Australian brand campaign, "See You in the Neighbourhood", celebrating the cafés, restaurants, bakeries, bars and shops of Australian local life. The integrated campaign broke on 6 July and runs across TV, radio, digital, social and out-of-home in Sydney, Melbourne and Brisbane through August.

The celebrity roster is deliberately hometown: Naomi Watts, Daniel Ricciardo and Mick Fanning each spotlight local businesses they love in their home cities, alongside more than 100 real Square sellers across the three markets.

Square's launch lands in a crowded winter for brand campaigns. Vinted timed its 1 July Australian launch with an Australia Post partnership that leverages the postal network's owned media — including parcel lockers — amplified through TV, CTV, BVOD, online video, influencer and paid social. Pizza Hut relaunched with "How Bad Do You Want Good?", debuting at half-time in State of Origin III.

Why it matters for Australian marketers: three major launches in a month, all anchored in mass-reach channels with local-first creative. The playbook for entering or re-entering the Australian market in 2026 still runs through TV and outdoor — with owned-media partnerships like Vinted's Australia Post deal emerging as a differentiator worth watching.

Sources: Square press release (squareup.com), Campaign Brief (campaignbrief.com), Mi3 (mi-3.com.au)