Aussie Apples encouraging healthy snack choices

The No Snackgrets marketing campaign is putting apples front of mind when consumers are craving a snack.

Apples have long been a reliable staple of healthy, natural snacking because they keep you feeling satisfied for longer and proud of your healthy snack choice. That’s why Aussie Apples have taken aim again in 2026 at the global snack category by going after the unfulfilling junk that leaves snackers with a serious case of snackgrets!

The No Snackgrets campaign is all about helping people avoid the regret and guilt they might feel after eating junk, and encouraging people to make a healthy choice by choosing to snack on an Aussie Apple instead.

Branded creative

The goal for this year’s No Snackgrets campaign was to evolve the creative with a new visual treatment to drive memorability and cut-through for the Aussie Apples brand. Each creative visually showcases the ultimate battle between good and bad snacks, and features a bold, vibrant Aussie Apple crushing its unsatiating opponents. It’s a fun, impactful reminder that apples are the perfect contender when it comes to snacking. The goal is for Aussie Apples to show up when the next craving hits and make the more healthy and satisfying choice very clear.

Quick, how-to videos show the versatility of apples and how to transform them into simple snacks for school lunches, quick breakfasts, or easy entertaining. Pictured left to right/top to bottom: Pink Lady apple doughnuts with yoghurt, peanut butter, granola and chia seeds; Granny Smith apple prosciutto with honey and pepper; Granny Smith apple chicken crackers with Greek yoghurt, dill and parsley.

Organic social

The Aussie Apples organic social media channels (Instagram and Facebook) are serving up inspiration with five brand-new snack hacks. Instead of complicated recipes, these quick, how-to videos give our audience practical ideas for healthy eating. They show just how easy it is to transform apples into simple snacks for school lunches, quick breakfasts, or easy entertaining. By sharing these step-by-step guides, consumers are inspired to rethink their snack routines and see how versatile apples can be.

Meet Appy

Appy is the new official mascot for Aussie Apples. From replacing office kitchen junk food with fresh fruit, to challenging unhealthy alternatives like ‘Choc’, Appy is on a dedicated mission to help Aussies live without snackgrets. Appy is showing up on social media platforms, driving awareness and excitement around healthier snacking. Through a series of light-hearted and engaging videos Appy highlights everyday snack moments and heads into the community to talk with people about their snack choices. By connecting with current social trends Appy will become the relatable new face of Aussie Apples, making healthy snacking both fun and impactful.

Appy, the official mascot for Aussie Apples, is showing up on social media platforms to drive awareness and excitement around healthier snacking.

How the campaign is supported by media

Consumers know that apples are healthy, but they often forget about them when they are busy, bored, or craving a quick snack. To change this, the No Snackgrets campaign targets grocery shoppers and daily snackers right when those cravings strike. Online TV streaming and video platforms reach people at home, while outdoor ads near workplaces and grocery stores reach commuters and shoppers. At the same time, social media and a partnership with Mamamia deliver entertaining, relatable content and audio during peak snacking moments. Together, these channels keep Aussie Apples fresh in everyone’s minds and make apples feel like the easiest, smartest choice. By reinforcing these benefits right before people buy a snack, the campaign ensures Aussies have no snackgrets.

At the time of writing in mid-July, the Aussie Apples media has delivered well across TV streaming platforms, with high completion rates (i.e. ads were watched all the way through and not skipped), while social media activity has driven 3,000+ clicks to the Aussie Apples website. This shows high engagement and interest from our audience.

Each of this year’s Aussie Apples creatives features the ultimate battle between good and bad snacks, with a colourful apple crushing an unsatiating snacking opponent.

The No Snackgrets campaign is supported with 360 out-of-home panels nationally across Westfield shopping centres, the rail network, street (for example, bus shelters), large format (for example, billboards) and office spaces. To date in mid-July 2026, Westfield and the rail network alone have delivered 542k plays, with 69k being bonus activity.

More information

Industry marketing initiatives are managed by Hort Innovation and are funded by the apple and pear marketing levy. Growers are welcome to contact Lynda Pallone, Head of Marketing (apples and pears), Hort Innovation ([email protected]) with any questions relating to the marketing program.

This article was first published in the Spring 2026 edition of AFG.