Quick Answer
Australia’s “Fresh Veg, Deliciously Affordable” campaign uses nationwide out-of-home advertising to encourage small, affordable changes in daily eating habits. By meeting people in everyday environments, OOH helps promote better health outcomes at scale.
Fresh Veg, Deliciously Affordable: How OOH Is Helping Australia Eat Better
As Australia grapples with a cost-of-living crunch, a quiet but powerful crisis continues to grow: Australians are eating far fewer vegetables than recommended. Today, the average intake sits at just around one third of daily guidelines, contributing to rising rates of chronic disease, increasing household food pressure, and growing challenges for local vegetable growers.
In response, the Outdoor Media Association (OMA) has once again united with AUSVEG and Health and Wellbeing Queensland to launch the third year of the nationwide “Fresh Veg, Deliciously Affordable” campaign.
Turning everyday moments into healthier choices
Running on thousands of out-of-home advertising sites across Australia, the campaign uses OOH to meet people where daily decisions are made—on commutes, near supermarkets, outside clinics, and along busy urban corridors. Rather than demanding drastic diet changes, the messaging focuses on small, realistic swaps: adding vegetables to familiar meals, choosing simple snacks, and making affordable additions that fit into everyday routines.
This practical approach matters. Vegetables cost around $0.70 per serve, making them cheaper than many common packaged snacks—an important point at a time when food insecurity is rising.
Why OOH matters for public health
According to OMA, out-of-home reaches 97% of Australians every week, making it the only channel capable of delivering consistent, nationwide health messages at scale. Over the past five years, the OOH industry has donated more than $41 million in advertising value to support health and wellbeing education campaigns—demonstrating the medium’s role beyond commercial advertising.
Health leaders stress that even one extra serve of vegetables per day can meaningfully reduce the risk of chronic disease, proving that behaviour change doesn’t need to be complex to be effective.
Supporting growers and the food system
The campaign also highlights the ripple effects of declining vegetable consumption. Australian growers face rising costs, climate pressures, and weakening demand, with recent surveys showing two in five growers considering leaving the industry within the next year.
By aligning healthier eating habits with demand for Australian-grown produce, “Fresh Veg, Deliciously Affordable” supports not only individual wellbeing, but also regional communities and the long-term sustainability of the national food system.
Summary
The “Fresh Veg, Deliciously Affordable” campaign returns for its third year, running across thousands of billboards nationwide to address Australia’s declining vegetable consumption. Led by the Outdoor Media Association in partnership with health and industry bodies, the campaign focuses on simple, realistic food choices rather than drastic diet changes. With vegetables costing less per serve than many common snacks, the initiative positions healthy eating as both accessible and affordable. Beyond health, the campaign also supports Australian vegetable growers facing rising costs and reduced demand. It demonstrates how out-of-home advertising can play a meaningful role in shaping public behaviour and driving positive social impact.
FAQs
Why is Australia running the “Fresh Veg, Deliciously Affordable” campaign?
Australians consume only about one third of the recommended daily vegetable intake, increasing the risk of chronic disease and placing pressure on the food system.
Why use out-of-home advertising for a health campaign?
OOH reaches up to 97% of Australians weekly, making it the most effective channel for delivering consistent, nationwide public health messages.
What makes this campaign different from traditional health messaging?
Instead of asking people to overhaul their diets, the campaign encourages small, achievable changes like adding one extra serve of vegetables per day.
Are vegetables really affordable during a cost-of-living crisis?
Yes. Vegetables cost around $0.70 per serve, making them cheaper than many packaged snack foods.
How does the campaign support Australian growers?
By encouraging higher vegetable consumption, the campaign helps strengthen demand for Australian-grown produce and supports regional farming communities.
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