Cleanstar has unveiled its 2019 branding campaign ‘Homegrown’, which the Melbourne-based manufacturer says reflects its homegrown heritage.

Cleanstar director Lisa Michalson said the company’s Homegrown campaign represents Cleanstar as a family-owned and operated Australian business.

“We have used a kangaroo in our branding for the same reason it is on Australia’s coat of arms, kangaroos only move forward, not backward,” Michalson said.

“Through our new branding, we want to show customers that we are a down to earth family-owned business that focuses on all things Aussie. Our business is based in Australia, supports Australian employees and has strong Australian values like always providing friendly service and giving everyone a go.”

Following on from the company’s 2018 marketing campaign ‘The Language of Clean’, Cleanstar launched its own dedicated marketing department for the commercial cleaning industry, with Melbourne Cleaning Supplies, B&G Supplies, Adelaide Cleaning Supplies, and WA Cleaning & Equipment Repairs among its clients.

In January 2019 Cleanstar expanded its marketing services beyond the cleaning industry to other business sectors under the moniker, Starred Marketing. Starred Marketing is a separate entity from Cleanstar and caters to a broader spectrum of clientele and industries.

Michalson said the formation of Starred Marketing was led by growing demand for marketing services outside of the commercial cleaning sector.

“We will continue to pride ourselves on being innovative in marketing strategies and concepts, and adaptable to suit a range of new target markets and clients.”

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