‘Mr Veggie Truck’ and sunscreen dispensers on beaches: HCF shows Australians ‘A world where health comes first’

HCF is asking Australians to imagine a world where health comes first in a new ad featuring a replica of Mr Whippy’s ice-cream truck which sells veggies as opposed to soft-serve.

The latest spot, created by The Monkeys, reimagines everyday scenarios where health is the first priority, such as cyclists on streets without cars and exercise machines on commuter trains.

A little girl tries to win a piece of fruit or vegetable

Other scenarios including an 100 year old celebrating his birthday, a young girl winning a vegetable from what would be a toy machine, and a man turning his phone onto ‘work mode’ when arriving home to his family.

Each piece of creative has been tailored for each state to reflect different architecture found across the nation.

HCF announced The Monkeys as the brand’s creative lead at the beginning of last year.

The latest work is a continuation of the brand’s major refresh which featured a new logo and the launch of the proposition, ‘Health comes First.’

It also follows on from the HCF Health Intelligence campaign earlier this year, which compared Australian health, life expectancy and sports participation rates to the rest of the world.

Jenny Williams, HCF chief marketing officer, said: “We are proud to unveil the new creative which is a natural and bold evolution of the ‘Health Comes First’ platform first launched last year.

“At HCF we are committed to putting the nation’s health first and want to empower every Australian to do the same. The new creative imagines how we could all create a world where health is the number one priority through examining everyday experiences most Australians can relate to.

“With this we hope to inspire Australians to reconsider their own lives and the positive steps they can take every day to join us in championing their own and other Australians’ health.”

The new campaign is running live from 7 May across metro and regional TV, radio, digital and out-of-home.


  • The Monkeys
  • The Glue Society
  • Revolver
  • Serendipity
  • Blue 449
  • Mindbox
  • One Green Bean.

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