A new domestic brand campaign for Aussie Apples has officially launched across a range of media platforms, targeting consumers on their purchase journeys.
The objective of the campaign is to reconnect Aussie consumers with their love for apples as the preferred healthy snack of choice. The new communication message and creative idea positions Aussie Apples as the revitalising natural snack that gives you a mind and body boost to get back on track. A new campaign line ‘Hit Refresh’ will be used to remind consumers to choose an Aussie Apple every time they need a snack.
The integrated campaign features activity across television, out of home advertising, social media (Facebook & Instagram), digital advertising, and public relations, and will run until the end of July 2021.
TV is an important channel for Aussie Apples to reach the target audience and scale and drive mass top of mind awareness. Aussie Apples television activity will feature 30 second and 15-second advertisements and will go live across both the Seven and Ten networks, targeting key top-performing programs including Big Brother, Seven News, Dancing with the Stars, The AFL: Front Bar, and The Project. You can watch the creative videos on the Aussie Apples YouTube channel here.
Out of home
To extend reach and reinforce key campaign messages in consumers’ minds on their path to purchase journey, Aussie Apples will feature digital and static creative across out of home advertisements. This includes outdoor advertising (e.g. billboards) and street furniture in high traffic areas. Retail out of home advertising proximity to the supermarket will help reach shoppers on their way to their grocery shop and remind them to pick up apples in-store.
On the Aussie Apples Facebook (facebook.com/Aussieapples) and Instagram (instagram.com/aussieapples) pages, consumers will be reconnected with their love for apples through posts connecting apples to snacking triggers and occasions, while demonstrating how apples refresh the body and mind. The content will include both short videos and static images and will involve an ‘always on’ approach to ensure Aussie Apples remain top of mind.
To extend the reach of television to lighter television viewers and build reach and frequency of key messages with consumers, the Aussie Apples 15, and 6-second advertisements will be featured across both BVOD (broadcaster video on demand/catch up television) and YouTube advertisements.
Public Relations (PR)
In January 2021, a survey was conducted to identify the key snack slump moment for Australians. Following this, Aussie Apples partnered with Ex-Rugby League player and television personality Beau Ryan to complete the snack swap challenge. This involves Beau hitting refresh on his snacking habits by swapping to an Aussie Apple for a mind and body boost. This activity will be amplified across media channels including via media pitching to key outlets such as news.com.au, Nine, Seven and Ten News, The Daily Telegraph, Women’s Health and more, as well as amplifying across social media.
In addition to this, Aussie Apples have partnered with PhD Habit Scientist and Dietician Dr Gina Cleo to amplify key messages around the benefit of apples and to share snacking recipes, advice, tips and tricks.
Dr Gina Cleo's winter-inspired snack recipe (available on the Women's Health website here) has been pitched to key media targets ahead of the winter months. It has picked up 139 pieces of coverage which have achieved 50.1 million opportunities for people to see the content.
Merchandising Field Force
In addition to this activity, to support the brand campaign from an in-store and consumer experience point of view, a Merchandising field force program is scheduled to commence from April through to June. This program involves working with retailers to assess, support, and report on in-store displays including fruit quality, display layouts, merchandising, and educating retail staff on apples, with the aim of enhancing the in-store experience of shoppers looking to purchase apples.
These marketing activities are strategic levy investments in the Hort Innovation Apple and Pear Fund