By Justin Gerschwitz
Although the Royal Adelaide Show as we know it won’t be going ahead this year, the Yellow Brick Road is breaking new ground to keep the tradition alive.
This year, the Yellow Brick Road Trip – will enable the public to support local businesses at their own sites around the state, and receive all the goodies and discounts the Yellow Brick Road is famous for.
This virtual map is available on The Show @ Home website: a digital offering launched this year in lieu of the traditional Royal Adelaide Show, celebrating all the things South Australians know and love about the Show.
Participants can use the map to locate participating businesses throughout metropolitan Adelaide and regional South Australia, and find their way out to visit them.
Royal Adelaide Show Marketing Manager Kirrilee Hay said this year’s Yellow Brick Road is like a choose your own adventure.
“You can plan to visit as few or as many stops as you like, and many are providing participants with a special offer or discount with purchase,” Ms Hay said.
This year’s participating businesses feature many returning and long-standing contributors to the Yellow Brick Road including: Charlesworth Nuts, Fleurieu Milk Company, Kytons Bakery, Pick a Local, and Citrus Australia.
Apple and pear growers are also taking part with a special offer of a free Lenswood apple available upon presentation of your #YBRTrip map at all Foodland stores.
Iconic South Australian brand Golden North is one of the many businesses proud to have a long-standing relationship with the Royal Adelaide Show and the Yellow Brick Road.
Golden North Ice Cream Brand Manager Ivy Lee said the Royal Adelaide Show presents an opportunity to showcase the country to the city and it, and Golden North, are a part of growing up for most South Australians.
“The Royal Show is all about bringing the country to the city: this is exactly what Golden North does as well,” Ms Lee said.
“Our long-term relationship with the Show has reinforced our heritage and iconic branding in South Australia.”
Golden North has been a mainstay of the Dairy Hall at the Show in years past.
“Having a Golden North ice cream cone at the Dairy Hall at The Show has been a part of the most precious show memories for families for decades,” Ms Lee said.
Like many local businesses, Golden North is doing it tough now amidst COVID-19 restrictions.
“Public support to local businesses has never been as important to the survival of these businesses, and hence the livelihoods of numerous families,” Ms Lee said.
“The Yellow Brick Road Trip has provided a wonderful platform to help local businesses to continue their participation with the show in a different way.”
Golden North is offering $2 Giant Twins (Vanilla 150ml) to Yellow Brick Road participants, available at their Westfield Tea Tree Plaza and West Lakes locations.
According to Ms Hay, the Royal Adelaide Show is a “massive” event for South Australian retailers, but the Yellow Brick Road in this new format is an opportunity to continue to support them.
“Whilst we can’t provide the audience of Show attendees to them, this is a way we can still facilitate their business in these tough times,” she said.
Yellow Brick Road participants must have their #YBRTrip map with them to redeem discounts and offers at participating stores.