Driving Behavior Change with Fresh Veggies

The Outdoor Media Association (OMA) has joined forces with AUSVEG and Health and Wellbeing Queensland (HWQLD) to launch the 2025 iteration of the Fresh Veg, Deliciously Affordable campaign. This initiative, which will run until the end of February, is designed to combat common myths surrounding the affordability of fresh vegetables and highlight the numerous benefits of incorporating them into daily meals.

Tackling Affordability Myths

The campaign builds on previous successes but introduces new, powerful messages to address the growing health concerns in Australia. Currently, Australians are eating only 1.8 serves of vegetables per day – just 36% of the recommended 5 serves. The goal of this year’s campaign is to inspire Australians to add just one extra serve of vegetables to their daily meals, which can cost as little as 65 cents per serve (75g).

Elizabeth McIntyre, CEO of OMA, emphasized the importance of the campaign, stating, “The Out of Home industry is proud to continue driving behaviour change on such an important national issue. We have the unique ability to reach Australians wherever they are. By promoting fresh vegetables as affordable, delicious, and easy to include in meals and snacks, this campaign delivers a powerful message that resonates with families across the country. Adding just one extra serve of vegetables a day can make a big difference to your health, hip-pocket, and local vegetable growers.”

Focusing on Health and Economic Impact

This year's campaign takes a comprehensive approach by highlighting the gap between current vegetable consumption and the recommended intake. It also sheds light on the significant health benefits and the economic impact fresh vegetables can have, especially amid a cost-of-living crisis. The campaign aims to make fresh veggies an accessible, affordable option for all Australians, supporting both public health and the economy.

The Importance of Industry Partnerships

The Fresh Veg, Deliciously Affordable campaign is supported by long-standing partner Health and Wellbeing Queensland and new partner AUSVEG. Together, these organizations are addressing the broader public health and vegetable industry challenges tied to low vegetable consumption.

Michael Coote, CEO of AUSVEG, noted, “This campaign couldn’t come at a more crucial time for Australia’s vegetable growers. Declining demand, combined with rising production costs, has left 34% of growers considering leaving the industry in the next 12 months. Fresh Veg, Deliciously Affordable helps reconnect consumers with fresh produce while showcasing our industry’s key role in the economy and public health. By adding just one more serve of vegetables daily, Australians can improve their health, support local growers, and boost the economy by $4.68 billion by 2030, through increased spending, new jobs, and reduced healthcare costs.”

A Proven Track Record in Public Health

This campaign marks the fifth healthy eating initiative launched through the OMA’s National Health Policy, which is committed to using Out of Home (OOH) media to amplify public health messages. Previous campaigns have proven successful, with the following results:

• OMA members have donated more than $31 million in advertising value across 20,000 signs since 2021.
• 77% of Australians reported being encouraged to purchase vegetables after seeing the campaign.
• 91% of parents have included more vegetables in school and work lunchboxes.
• There has been a significant increase in awareness of vegetable affordability and health benefits.

Looking to the Future

Robyn Littlewood, CEO of Health and Wellbeing Queensland, shared her thoughts on the campaign’s lasting impact: “This campaign is a testament to the power of Out of Home in shaping healthier behaviours. By showing that fresh vegetables are not only affordable but also versatile and delicious, we’re helping families make positive, sustainable changes. The OOH industry’s contribution has been invaluable, and we look forward to seeing further impact this year.”

The Fresh Veg, Deliciously Affordable campaign continues to drive meaningful change in both public health and the vegetable industry, offering hope and a practical solution for families across Australia.