Aussie Apples launches major campaign ahead of possible lifting of import ban
Horticulture Australia is launching an ad campaign to promote the health benefits of eating apples.
The offbeat marketing push – featuring doctors arguing against eating apples because healthy patients are bad for business – follows the World Trade Organisation’s attempt to lift Australia’s 90 year ban on importing New Zealand apples.
The campaign for Aussie Apples, the brand used to represent Australian growers in marketing, will be led by a new TV ad featuring real healthcare professionals reversing the proverb “an apple a day keeps the doctor away”.
Created by Smart, the campaign will include out-of-home, digital, press, radio advertising, sampling and a new website.
It will be the first TV ad for Aussie Apples in recent times. Last year, activity focused on a heavy-weight print ad campaign.
Aussie Apples’ school promotion to find Australia’s healthiest school will also return in July for a third year. Schools around the country are asked to send in a 60 second video explaining why they’re the healthiest school and have the chance to win $25,000.
Meanwhile, Australian apple growers are concerned that if Chinese apples are allowed to be sold in Australia by the end of this year it could have damaging effects on the local apple industry.
Australian growers are also concerned that the WTO’s plan to lift a 90 year old ban on New Zealand apples imports would threaten Australian’s strict quarantine rules and lead to the transmission of diseases.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Clever and well done ad.
Loved it.
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Australian growers are not concerned about the disease. They are concerned that NZ has superb apples compared to local produce.
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This ad didn’t really do much for me.
It’s not that it’s bad. It isn’t.
It just isn’t good either. It’s entirely unmemorable.
The “An Apple a day …” line just doesn’t really resonate if you ask me.
Apple’s have a fantastic range of highly marketable benefits:
– They contain a natural antiseptic that I find far more effective at freshening breath than sugar packed chewing gum.
– They contain a natural hunger suppresant. So next time you’re pining for a light afternoon snack, they’re the best thing to leave you feel satiated.
– Why not get specific about the “Apple a day” line: Apple’s can help prevent several cancers, cognitive decline and assist in weight loss.
Anyway, maybe Apple boffins like me are not the target market.
But just sayin.
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Enjoyable – kind of like a Red Delicious…
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Clever and well done but obviously they’re terrified of the superior product across in NZ.
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Great ad. Why would you want to buy apples that come from anywhere else but here. I say keep the ban!!!!
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