Aussie Apples is spearheading the No Snackgrets campaign to encourage healthier snacking habits among Australians. This initiative seeks to influence 9.5 million snackers to prefer apples, a move supported by the Apple and Pear Strategic Market Development Panel. The campaign is grounded in research and aims to elevate apples as a guilt-free snacking option.
Despite the recognition of apples as a healthy snack, they often don't come to mind first for consumers in a market crowded with snacking alternatives. Research distinguishes between light buyers, who consume apples but less frequently compared to other fruits, and heavy buyers, who have a more regular purchase pattern. Apples are found in only 6.8% of shoppers' baskets, indicating a gap in their snacking appeal.
The No Snackgrets campaign focuses on increasing apples' visibility and appeal as a regular snack choice, especially for light buyers. Featuring Olympic boxer Tina Rahimi as the campaign ambassador, the initiative leverages her social media influence to demonstrate how apples support her training regimen and help manage cravings. "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," said Tina Rahimi.
The campaign is further supported by the No Snackgrets Report, revealing that while 93% of Australians snack daily, 57% regret choosing unhealthy options at least once a week. However, 85% expressed a desire for healthier snacking options, with 41% citing cost as a barrier. Apples, viewed as healthy by 97% of respondents, emerge as a viable solution to this challenge.
With a multi-channel approach, the No Snackgrets campaign aims to position apples as a staple in Australian snacking culture, leveraging the influence of Tina Rahimi and addressing cost concerns to promote healthier choices.
Source: Apal