Highlights from the 2024/25 Apple marketing campaign
Publication date: 22 October 2025
Marketing
In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables.
Key highlights for apples include:
- In 2025, the Apples No Snackgrets campaign launched. A report commissioned at the outset revealed that 9 in 10 Australians snack daily, and 76% have regretted their snack choices. Backed by these insights, the campaign positioned Aussie Apples as the healthy, nutritious solution to avoid snack regret.
- The Apples No Snackgrets campaign achieved over 18 million in total reach during its initial burst (August - November 2024), spanning YouTube, social media, out-of-home, retail e-commerce and earned media. Out-of-home placements and programmatic ads were strategically used to drive consideration and deliver contextual snack-time messaging. Subsequent bursts (March - June and June - November 2025) focused on refining media and creative to strengthen brand recall and reinforce the campaign narrative, with radio added to broaden reach and diversify engagement.
- In-store sampling encouraged consumers to explore apple varieties and flavour profiles. Over 14,000 samples were distributed, with 96% of consumers trying a variety they hadn’t before. Notably, 52% said they would likely purchase the new variety again - highlighting strong potential for future growth and variety exploration.
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.