Hort Innovation’s apple marketing strategy aims to grow consumer demand in both domestic and export markets. Domestically, the focus is on cementing apples as Australia's go-to healthy snack through the "No Snackgrets" platform, while internationally the strategy seeks to grow demand for premium Australian apples in key export markets.

Consumer insights informing the strategy

Research shows apples are already a popular and trusted staple, with 78 per cent of consumption occurring as a snack occasion. However, half of apple buyers purchase apples only six times a year, highlighting an opportunity to increase purchase frequency among existing consumers. Insights also found that health, affordability and likeability are key purchase drivers, while most purchases occur through retail channels, including a growing online grocery market. Consumer research suggests there is also an opportunity to build stronger emotional connection and desirability for apples.

What's planned

Apple marketing investment will focus on increasing purchase frequency by embedding apples more deeply into Australians' everyday snacking habits. The domestic campaign will continue to build on the "No Snackgrets" platform, positioning apples as the healthy, satisfying snack that consumers can feel good about choosing. Activity will span multiple channels to reach consumers at key snacking moments and close to the point of purchase.

Key activities include:

• Out-of-home advertising in high-traffic commuter locations such as train stations, streetscapes and bus shelters, with placements selected near supermarkets and workplaces to influence snack purchases and improve recall.
• Video-led advertising across YouTube, streaming services and catch-up television to reinforce the "No Snackgrets" message and reach a broad consumer audience.
• Social media and influencer campaigns on platforms including Meta and TikTok, designed to disrupt habitual snacking choices and encourage consumers to choose apples more often.
• Snack-inspired content and recipes that showcase simple sweet and savoury ways to enjoy apples, helping position them as a versatile option across a wider range of snacking occasions.  

Growing demand beyond Australia

The apple industry also invests in export market development to capture opportunities beyond Australia's mature domestic market. With exports currently accounting for less than one per cent of Australian apple production and improved market access now available in countries such as China and Canada, marketing efforts will focus on building demand for premium Australian apples overseas. 

Export activities include:

• Co-investment marketing programs in China through partnerships with commercial exporters that match levy funding dollar-for-dollar.
• Market development activities in other priority export markets, delivered through the same co-promotion model to maximise the impact of grower funds.
• Development of provenance marketing assets, including orchard photography and video content that tell Australia's story of family-run orchards, world-class food safety systems and clean, green production practices.
• Promotion of Australian apples as a premium product in international markets to support the industry's goal of significantly increasing export volumes over the coming decade.

Supporting investments

A range of investments are underway to deliver the apple marketing strategy:

• FY26/27 Apple Domestic Marketing Ad Hoc Ops (AP25501)
• International Apples Marketing Program – Support for China – Season 2026 (AP25502)
• International Apples Marketing Program – Support for Other Markets – Season 2026 (AP25503)
• International Apples Marketing Program – Season 2026 – Apples Marketing Collateral (provenance) (AP25504)
• FY26/27 Apple Domestic Marketing Campaign (Jan 2026 – Dec 2026) (AP25602)