Aussie Apples 'Hit Refresh' via TBWA Sydney

Paige Murphy
By Paige Murphy | 12 April 2021

Aussie Apples has unveiled its new brand platform ‘Hit Refresh’ via TBWA Sydney.

The integrated campaign will appear across paid, earned and owned media with each touch point seeking to reframe Apples as a natural super snack capable of giving you a mind and body boost.

“Although Apples are the original natural, healthy snack, Australians have lost interest and are turning to other snacks when they hit a slump," Hort Innovation group marketing manager Matthew Dwyer says.

"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.

The challenge showcases the mind and body benefits you receive when you ‘Hit Refresh’ with an Aussie Apple.

“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," TBWA Sydney executive creative director Grant McAloon says.

"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 and 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.

Last year, TBWA Sydney and Eleven were awarded a three-year contract with Hort Innovation for Australian fruit and vegetable brands which includes integrated creative, social and PR.

These brands include Australian Apples, Australian Avocados, Australian Cherries, Australian Mangoes, and Australian Mushrooms.

Campaign: Hit Refresh
Client: Hort Innovation
Group Marketing Manager: Matthew Dwyer
Marketing Manager: Anna Tu
Assistant Brand Manager: Elyse Battagello
Creative Agency: TBWA Sydney
Media Agency: Atomic 212
Shopper Agency: The Zoo Republic
PR & Social Agency: Eleven Sydney
Production Company: Clockwork Films
Director/Photographer: Jesse James McElroy
Executive Producer: Heath George

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