Adelaide Central Market Appoints SAUCE as Creative Partner for Market Expansion

SAUCE was selected following a highly competitive tender process

The Adelaide Central Market Authority has appointed SAUCE. The Creative Agency as its creative partner ahead of the Market Expansion, part of the Market Square precinct $600 million development.

The Market Square redevelopment is one of the most significant city-shaping projects currently underway in Adelaide.

The once-in-a-generation transformation will welcome more than 50 new traders, introduce new retail and hospitality experiences, and strengthen the Market’s position as a world leading food Market and one of South Australia’s most important cultural and tourism destinations – a vibrant hub of community, diversity and culture.

SAUCE has been selected to lead integrated creative, campaign and brand work across this pivotal phase, helping shape how the expansion is introduced to the community while preserving the authenticity that has defined the Market for more than 150 years.

Fabienne Reilly, General Manager for the Adelaide Central Market Authority said the scale of the project required strong creative leadership.

“As we prepare for this next phase of growth, it was essential to partner with an agency that understands both the cultural significance of the Market and the responsibility that comes with shaping its next chapter.

As a local agency, SAUCE demonstrated a genuine understanding of what the Market means to South Australians and presented a thoughtful, forward-looking vision that aligned with the ambition of this project.”

David Ormston, Creative Director of SAUCE, said being selected to support the Market at such a significant moment is a milestone for the agency.

“The Adelaide Central Market is one of the most recognisable and meaningful places in our city.

For a South Australian agency to be trusted with the next chapter of such an iconic local institution is something we’re incredibly proud of. It’s an opportunity to help shape how a defining moment in Adelaide’s story is shared with the community.”

Michael Gagliardi, Creative Director at SAUCE, said creative thinking was central to the agency’s approach.

“The Market has a spirit that people instantly recognise. As it grows, the challenge is not just to introduce what’s new, but to ensure it still feels unmistakably like the Market.

Our role is to bring that evolution to life in a way that feels natural, welcoming and true to its heritage.”

Tom Ootes, Managing Director at SAUCE, said

“We’re thrilled to play a role in this important moment for South Australia and looking forward to developing a strong relationship with Market team.

It’s not an opportunity that comes up every day and it’s not a responsibility we’ll be taking lightly.”

The partnership will support year-round marketing activity and major campaigns tied to the expansion, helping introduce new traders and experiences while reinforcing the Market’s enduring role at the heart of Adelaide’s cultural life.