New campaign called No Snackgrets wants more consumers to see apples as a healthy product to eat between meals
A new levy-funded campaign in Australia aims to get consumers thinking more frequently of fresh apples as the ultimate ‘guilt-free’ snack.
The promotion, called No Snackgrets, was launched by industry association Apple and Pear Australia (APAL) after its own research showed that more than half of consumers in the country regret the unhealthy foods they grab a bite between meals.
According to the group’s strategic market development panel, fruit like apples are the product type least likely to trigger feelings of regret.
“Although apples are widely recognised as a healthy option, they are not always top of mind when consumers choose snacks and risk blending into the background within the highly competitive snacking category in supermarkets, convenience stores and other retail outlets,” the group said in a statement.
Its findings suggest that those who eat apples regularly, but not as often as other fruit, see apples as healthy but do not necessarily associate them with snack time.
As a result, despite being the most popular fruit for snacking, apples apparently make it into only 6.8 per cent of shoppers’ baskets on average.
The campaign will spread its message via various marketing channels, including videos on various digital platforms during peak snacking times, and out-of-home advertising close to schools, fast-food restaurants and supermarkets.
There will also be large adverts on buses, in-store sampling at Coles and Woolworths, and social media posts.
Champion Olympic boxer Tina Rahimi, who has 150,000 followers on Instagram and 130,000 on TikTok, will lead the fight to make snacking healthier as the campaign’s ambassador.
