Aussie Apples has launched a new social-first campaign starring Appy the Amazing Apple, a no-nonsense fruit on a mission to help Australians kick their unhealthy snacking habits.
Developed by Thinkerbell for Hort Innovation, the work builds on Aussie Apples’ ‘No Snackgrets’ platform, which launched in 2024 with the aim of positioning apples as a serious contender in Australia’s lucrative snacking category.
Now, the brand is taking that battle to social media, with Appy front and centre as he takes on the unhealthy snacks Australians are most likely to reach for when hunger strikes.
@aussieapples Appy had a quick chat with HR and it’s been decided, Choc’s gotta go #nosnackgrets
The campaign will roll out as an ongoing series of social content, beginning with videos introducing Appy’s backstory and motivations before moving into more action-led scenarios over the coming months.
Appy’s mission is fuelled by a childhood spent watching his fellow apples go uneaten while Australians opted for less healthy snacks.
“My parents were left to rot in the fruit bowl while other snacks were consumed in their place,” Appy said. “This experience has motivated me to encourage Aussies to snack better, and I won’t rest until they do, or until I get really tired.”
The social strategy is designed around key snacking occasions, with Appy appearing in moments when consumers are particularly vulnerable to making what the brand calls a “snackgret”.
That includes crashing offices during the dreaded 3pm slump, intercepting shoppers in supermarket aisles and intervening in everyday situations where an unhealthy snack might otherwise win out.
Thinkerbell chief creative tinker Paul Swann said the agency wanted to take the existing ‘No Snackgrets’ message into the environments where people are already thinking about food.
“We wanted to take the core ‘No Snackgrets’ message and inject it directly into the spaces where people are mindlessly scrolling – and usually mindlessly thinking about snacking,” Swann said.
“Appy is the perfect, crunchy protagonist to face off against unhealthy snacks.”
@aussieapples Well that escalated…nosnackgrets
He added that the agency’s in-house social capabilities had allowed it to build a reactive world around the character, with Appy able to appear across different snacking occasions.
Lynda Pallone, head of marketing at Hort Innovation, said the social extension was designed to encourage healthier choices by reaching consumers at the moments when they are most tempted by unhealthy snacks.
“Our goal has always been to help Australians make healthier, more fulfilling choices,” Pallone said.
“This social-first extension of the ‘No Snackgrets’ platform is doing exactly that by creating genuine behaviour change.”
The campaign is now live across Meta and TikTok, alongside Aussie Apples’ ongoing above-the-line activity across video, out-of-home, shopper and radio.
Credits
Client: Hort Innovation
Creative and social: Thinkerbell
Production: Thinkerbell
