Fresh veg, deliciously affordable
The Fresh veg, deliciously affordable campaign was developed in partnership with Health and Wellbeing Queensland and Nutrition Australia and was displayed on Out of Home (OOH) signs nationwide from 28 January to 24 February 2024.
The campaign encouraged Australians to make healthy choices with the consideration of cost-of-living pressures.
The campaign results
OMA members donated more than $12.3 million in media value towards the national campaign.
The campaign reached more than 11.6 million Australians.
1 out of 3 people remembered the campaign
And out of those who remembered,
91%
of parents were encouraged to include vegetables in meals, lunchboxes or snacks for their child/children
82%
were encouraged to lead a healthy lifestyle
79%
were encouraged to consider vegetables as an alternative to occasional food
77%
were encouraged to purchase vegetates
The Fresh veg, deliciously affordable campaign was donated by OMA members as part of the industry’s National Health and Wellbeing Policy.