No Snackgrets: Encouraging healthier snacking with Aussie Apples

It’s time for Australians to embrace snacking without regret. 

With snacking revealed as an important part of most Australians’ daily routine, Aussie Apples is encouraging healthier snacking by launching an exciting new campaign – No Snackgrets – designed to inspire 9.5 million snackers to make apples their go-to choice. This comprehensive, evidence-based campaign, developed in collaboration with the Apple and Pear Strategic Market Development Panel, aims to position apples as the ultimate guilt-free snack.  

A strategic push for healthier choices

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. 

Research indicates that light buyers – those who eat apples regularly but not as often as other fruit – perceive apples as generally healthy but do not necessarily associate them with snack time. In contrast, heavy buyers, who purchase apples frequently and more often than other fruit, hold a broader perception. 

Despite being the most popular fruit for snacking, apples make it into only 6.8 per cent of shoppers’ baskets on average. Therefore, there was a clear need to make apples more distinctive and memorable, boost brand recall and position them as a regular snack choice for light buyers. 

The No Snackgrets campaign aims to strengthen awareness and consideration through consistent, memorable communication that resonates with consumers and elevates apples as a must-have, guilt-free snack. 

The No Snackgrets campaign makes apples distinctive and memorable, and positions them as a regular snack choice.

Reaching snackers wherever they are

This levy-funded campaign taps into a broad array of channels to engage with Aussie snackers, including: 

• YouTube: Leveraging digital platforms to target consumers with snack-focused messaging during peak snacking times. 

• Out-of-home advertising: Targeted ads strategically placed near secondary schools, fast-food restaurants and supermarkets, capturing attention in high-traffic snack zones. 

• Transit advertising: Large-scale bus megasides promoting apples as the perfect on-the-go snack, keeping the brand visible in urban areas. 

• Retail partnerships: Instore sampling in Coles and Woolworths, paired with digital assets on retailer websites to encourage immediate trial and purchase. 

• Social media campaigns: Engaging snack-centric content shared across Instagram, Facebook and TikTok to ensure apples remain relevant and desirable for snackers of all ages.  

• Instore sampling: Working with Coles and Woolworths nationally to encourage trial and conversion. 

Aussie Apples ambassador: Tina Rahimi

Amplifying the campaign further is champion Olympic boxer Tina Rahimi, who serves as the ambassador for No Snackgrets. With 150,000 followers on Instagram and 130,000 on TikTok, Tina is using her platform to showcase how apples fuel her training and keep her energised throughout the day. Her relatable experiences of managing cravings and avoiding unhealthy snacks resonate with both athletes and families alike. 

“There were times during training when I craved something quick and easy, but reaching for the wrong snack left me feeling sluggish. That’s when I turned to apples – they’re a delicious, filling snack that’s enough to help me bounce back,” Tina explained. 

One of the engaging snack-centric images being shared across Instagram, Facebook and TikTok to ensure apples remain relevant and desirable for snackers of all ages.

The No Snackgrets Report

Supporting the campaign is the No Snackgrets Report, which uncovers significant insights into Australia’s snacking habits. Based on a survey of 1,633 adults, the report reveals that 93 per cent of Australians snack daily, but 57 per cent experience ‘snackgrets’ – the feeling of regret after eating an unhealthy snack – at least once a week. Sweet treats are the main culprit, while fruit like apples rank as the least likely to trigger feelings of regret.  

The report also highlights a significant opportunity for apples: 85 per cent of respondents want to make healthier snack choices, but 41 per cent say rising costs make it difficult to find affordable, healthy snacks. Apples – already seen as a healthy choice by 97 per cent of Australians – can fill this gap by offering a cost-effective, nutritious and satisfying snack. 

A big opportunity ahead for Aussie Apples

As the No Snackgrets campaign rolls out, Aussie Apples is well-positioned to encourage millions of Aussies to reach for apples as their guilt-free, go-to snack of choice. With a targeted, multi-channel approach and the relatable influence of Tina Rahimi, the campaign addresses barriers to healthy snacking and positions apples to become a regular feature in shopping baskets. 

The new apple campaign imagery featured on the Fruit Producers SA stand at the recent Royal Adelaide Show.

This article will be published in the Spring 2024 edition of AFG.