Aussie Apples have unveiled their new brand platform ‘Hit Refresh’ via TBWA Sydney. The integrated campaign will appear across paid, earned and owned media with each touchpoint seeking to reframe Apples as a natural super snack capable of giving you a mind and body boost.
Hort Innovation Group Marketing Manager Matthew Dwyer says “Although Apples are the original natural, healthy snack, Australians have lost interest and are turning to other snacks when they hit a slump. Aussie Apples needed to reconnect consumers with their love for apples and remind them why apples are nature’s super snack which provides a true mind and body boost.”
To further bolster the campaign, The Aussie Apples 2021 Snack Report was commissioned to highlight the unhealthy foods Australians are reaching for at key snacking occasions throughout the day. To amplify this, television personality and self-confessed snackaholic Beau Ryan embarked on the Snack Swap Challenge, where he traded in his usual afternoon snacks for an apple over the course of a week.
Ultimately, showcasing the mind and body benefits you receive when you ‘Hit Refresh’ with an Aussie Apple.
TBWA Sydney Executive Creative Director Grant McAloon says “Apples have lost relevance and are too easily dismissed by shoppers, so we needed to find an unexpected way to remind them that apples aren’t just healthy, they give your mind a boost as well. An eleven-foot apple tree named ‘Adam’ felt like a suitably unforgettable way to deliver the message that when you hit a slump, all you have to do is grab an apple to hit refresh.”
The campaign will exist across OOH, TVC, OLV, Social, Digital PR & Retail. Hort Innovation’s media
agency Atomic 212° will amplify the campaign through a range of channels including Channel 7, Channel 10, and News Corp, reaching 60% of Australians.
The campaign will run until the end of July 2021.
Credits:
Group Marketing Manager: Matthew Dwyer
Marketing Manager: Anna Tu
Assistant Brand Manager: Elyse Battagello
Creative Agency: TBWA Sydney
Media Agency: Atomic212
Shopper Agency: The Zoo Republic
PR & Social Agency: Eleven Sydney
Production Company: Clockwork Films
Director/Photographer: Jesse James McElroy
Executive Producer: Heath George
