The No Snackgrets campaign, developed with the Apple and Pear Strategic Market Development Panel and funded by the apple levy, is encouraging Australians to choose apples as a preferred snack option. The initiative aims to align with national snacking habits, where nine in 10 Australians snack daily and three in four report regretting their snack choices.
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Launched in August 2024, the first phase of the campaign targeted consumers through multiple channels. YouTube advertising, scheduled during peak snacking times, reached 2.5 million people an average of 2.4 times. Out-of-home placements, including large-format billboards, digital screens, and bus megasides in high-traffic areas, reached 4.9 million people. Social media activity on Facebook and Instagram reached 6.3 million people, averaging 3.9 exposures per person. In-store sampling at Coles and Woolworths, supported by digital assets on retailer websites, reinforced the campaign message and encouraged trial purchases at the point of sale.
The second phase, now underway, expands the approach to further grow awareness and drive consideration for Australian apples. YouTube will feature two sets of short, branded 15-second non-skippable ads and six-second bumper videos. A targeted trial using Woolworths Everyday Rewards data will deliver ads to lapsed and light apple buyers.
Dynamic digital out-of-home panels have been positioned near supermarkets, schools, universities, and quick-service restaurants, using time-specific messaging. Additional digital screens in shopping centres and near major retailers will aim to engage shoppers early in the purchasing process.
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Social media will continue to run campaign content on Facebook and Instagram, including video and reel formats. Retailer online media will provide digital prompts on supermarket websites, while in-store sampling at Coles and Woolworths will introduce shoppers to different apple varieties.
An active sampling research initiative will see selected participants try various apple types with friends and family, then provide feedback on shopping experiences, product quality, and usage patterns.
According to campaign organisers, these combined activities are designed to maintain apples' presence as a regular snack choice among Australian consumers.
For more information:
Apple and Pear Australia Ltd
Tel: +61 3 9329 3511
Email: [email protected]
apal.org.au