THE apple industry will encourage consumers to “Refresh Yourself” in a new promotional campaign this year.
Aussie Apples has launched the campaign to increase domestic purchase and consumption of apples.
The aim is to prompt consumers to reach for an apple when on-the-go rather than a processed snack.
Created by newly appointed agency The Works, the campaign brings apples to the foreground and conveys how opting for one will deliver a refreshing and reviving experience.
The organisation believes the campaign will resonate with younger Australians which it has identified as a growth sector.
Paul Swann, creative partner at The Works said apples are a staple of most shopping baskets.
“But with this campaign we wanted to reinvigorate their perception and appeal to a young adult audience, who often reach for other convenience options,” he said.
“This campaign is quite a departure from the previous work but we believe that it’s just what’s required to achieve the objectives.”
The campaign is set to run nationally across out-of-home, point-of-sale, social and digital channels from the end of February and will be incorporated across all branded materials from this year, spearheading a five year strategic approach.
Horticulture Innovation Australia Limited’s apple and pear marketing manager Luke Westley said he has full faith in the campaign.
“I have no doubt that this creative will challenge your thoughts about Aussie Apples, and stand out from the crowd – exactly what we’re trying to achieve to re-engage consumers in this exciting and modern product as we ask consumers to consider us in a new light and create a habitual snacking routine with Aussie Apples,” Mr Westley said.
