Fresh veg, deliciously affordable
The 2025 Fresh veg, deliciously affordable campaign was developed in partnership with Health and Wellbeing Queensland and AUSVEG. It displayed on Out of Home (OOH) signs nationwide from 25 January to 23 February 2025.
The educational campaign promoted how adding just one extra serve of vegetables benefits health, budgets, and local growers.
The campaign results
OMA members donated more than $10.6 million in media value towards the national campaign.
The campaign reached more than 9.8 million Australians.
1 out of 3 people remembered the campaign
And out of those who remembered,
92%
of parents were encouraged to include vegetables in meals, lunchboxes or snacks for their child/children
80%
felt motivated to make healthier eating choices
77%
were more likely to purchase vegetables on their next shop
77%
saw vegetables as a convenient way to improve health
The Fresh veg, deliciously affordable campaign was donated by OMA members as part of the industry’s National Health and Wellbeing Policy.