Hort Innovation is responsible for investing the apple marketing levy into activities that help build demand for Australian apples in domestic and international markets. Here is a quick look at what happened during the year...

The 2025/26 apple marketing program focused on keeping Australian apples top of mind with consumers as a healthy, satisfying snack through the ‘No Snackgrets’ domestic campaign, while also supporting the industry’s longer-term ambition to grow Australian premium apple exports.

Insights that drove our thinking  

Key insights showed that Australian apples already have a strong health proposition, but the opportunity is to make them easier to choose during everyday snacking moments. The campaign built on the ‘No Snackgrets’ platform by using appetite-led content, repeated advertising and media bursts, and social content to help apples feel like the obvious choice when snack cravings strike.

What did the campaign achieve?

Domestic campaign activity continued across screens, social, out of home and partnerships. The first phase of the campaign ran across YouTube, BVOD, Netflix, Meta and retail-adjacent out of home advertising. It delivered 4.46 million screen impressions (the number of times our campaign content was displayed to people) and achieved lower than expected advertising costs on YouTube. Social media advertising also built reach cost-effectively, with Meta delivering 110,874 impressions at a cost of $1.72 per 1,000 impressions, compared with the planned $2.50 per 1,1000 impressions. 

The campaign content was refreshed to improve impact and keep the ‘No Snackgrets’ message feeling relevant. Updates included refined apple-led visuals, revised voiceovers, stronger use of the campaign platform and snack hack recipe content designed to show apples as easy, versatile and relevant for quick everyday moments. 

The program also used partnerships to extend reach and trust. A partnership with Mamamia shared apple content across audio, social and written formats, with content appearing around mid-morning and mid-afternoon snacking moments. The partnership was selected for its broad monthly reach and ability to connect with consumers across multiple digital, social and audio touchpoints. 

For export, the program supported co-promotional activity for China and other markets. The export work also identified an opportunity to develop provenance marketing collateral to better communicate and highlight Australia’s clean, green production story, food safety standards and family orchard credentials to overseas customers.