Square launches first-ever Australian brand campaign and puts local business in the spotlight
See You in the Neighbourhood” celebrates the sellers shaping neighbourhood life across Sydney, Melbourne and Brisbane - featuring Naomi Watts, Daniel Ricciardo and Mick Fanning
DISTRIBUTED-WORK-MODEL/SYDNEY, 6 Jul, 2026: Square today launches “See You in the Neighbourhood” - its first-ever brand campaign in Australia. Rooted in the belief that when local businesses thrive, so do the communities around them, the integrated payments and point of sale brand celebrates the Square sellers who have become neighbourhood fixtures in the campaign: the cafés, restaurants, bakeries, bars and shops that are the gathering places of Australian local life - where people connect, find culture, and feel at home.
Running across TV, radio, digital, social and out-of-home in Sydney, Melbourne and Brisbane, the campaign features Naomi Watts, Daniel Ricciardo and Mick Fanning - each spotlighting the local businesses they love in their home cities - alongside more than 100 Square sellers across all three cities. Together, they represent Square’s deep commitment to helping sellers grow, while staying connected in the communities they serve.
“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.”
Celebrating real sellers, real communities
Square’s campaign goes directly into the neighbourhoods where its sellers live and work, featuring businesses that are cultural touchstones and local legends alike - deeply woven into the fabric of their communities. The campaign rolls out across three tiers from July through August.
At launch, hero placements across TVC, OOH, social and digital feature three of Australia’s most beloved public figures alongside a seller in their city: Naomi Watts alongside Bakery on Glenayr in Sydney; Daniel Ricciardo and local favourite Leonard’s House of Love in Melbourne; and Mick Fanning visiting Pasture & Co on the Gold Coast. Each was chosen for their authentic connection to their city and its neighbourhood life.
Through August, the campaign spotlights local neighbourhood favourites across Sydney, Melbourne and Brisbane - 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 receives dedicated OOH placements, radio, social content and professional photography, co-posted with full paid amplification entirely funded by Square. For an independent local business, that level of visibility is simply not achievable alone.
The campaign’s final tier extends to more than 120 additional sellers, with hyper-local OOH placements celebrating Square businesses within their own specific neighbourhoods across the eastern seaboard.
The neighbourhood moment
Square’s own research confirms what its sellers already know: Australians aren’t just choosing local - they’re building their lives around it. Square’s Neighbourhood Nation research (2025) and Local Economy Report (2026) reveal that 54% of Australians feel more connected to their neighbourhood than five years ago, while 73% of monthly dining spend goes to local venues. Square’s transaction data shows repeat customer loyalty is measurably higher in suburban venues than in the CBD - and rising.
“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,” said Lowther.
An Australian campaign, built from scratch
“See You in the Neighbourhood” was produced entirely in Australia - Australian talent, crew, locations and sellers. The campaign 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,” said Lowther.
“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.”
See You in the Neighbourhood is live from 6 July across TVC, radio, OOH, digital and social.
About Square
Square helps businesses turn transactions into connections and businesses into neighbourhood favourites.
In 2009, Square started with a simple invention — the first mobile card reader, which changed how the entire financial system thinks about small businesses. Square has since grown into a global business platform helping millions of sellers of all sizes participate and thrive in their communities.
Whether independently run or a global chain, Square understands that sellers succeed when they have the freedom to focus on the experiences that keep customers coming back. From point of sale and payments to online commerce, staff management, cash flow tools, and more, Square brings together the tools sellers need to run and grow on one intelligent platform. For more information, visit squareup.com.