Fresh Veg, Deliciously Affordable: a national campaign backing Australian growers
Throughout February, Australians across the country were met with a simple message on thousands of billboards, retail precincts and transport corridors: Fresh Veg, Deliciously Affordable.
The national outdoor media campaign, delivered in partnership between AUSVEG, the Outdoor Media Association (OMA) and Health and Wellbeing Queensland (HWBQ), is live from 2 February to 1 March 2026. Its purpose was clear – to help more Australians choose vegetables more often, at a time when both household budgets and vegetable growers are under increasing pressure.
Fresh Veg, Deliciously Affordable tackled the demand problem head-on, positioning vegetables as healthy adds, swaps and snacks at a key time of year: back to school, back to work. This national campaign has driven positive impact across households when it comes to purchase and inclusion of veg in more snack and meals, and supports long-term industry viability by encouraging Australians to eat more of what growers work so hard to produce.
Responding to falling consumption and grower pressure
Vegetable consumption in Australia remains well below recommended levels, with average intake sitting at around 1.8 serves per day. This decline has implications not only for public health but also for the commercial sustainability of the vegetable industry.
Recent industry sentiment research has highlighted the strain growers are facing, with rising input costs, climate pressures and ongoing demand uncertainty. Against this backdrop, Fresh Veg, Deliciously Affordable was designed to support growers by stimulating demand with practical, everyday cues that fit real life.
Making vegetables easier to choose
The campaign’s creative approach deliberately avoided guilt, complexity or unrealistic expectations. Instead, it focused on small, achievable behaviour changes that Australians could picture themselves making immediately.
Creative executions such as “Broccoli; slice, dice and mix with rice”, “Carrots; cheaper than chips” and “Corn; a fresh and sweet summer treat” positioned vegetables as familiar, affordable and enjoyable. The message was simple: vegetables don’t require extra time, extra money or major lifestyle changes – they fit easily into meals and snacks people already choose.
This behaviour-change approach reflects growing evidence that people are more likely to act when changes feel like they require low-effort easily fit into their existing daily activities, and that they are rewarding. By framing vegetables as swaps, simple adds and snack options, the campaign aims to remove key barriers that have traditionally held consumption back.
A powerful platform at a national scale
Through OMA’s national network, Fresh Veg, Deliciously Affordable will appear on thousands of Out of Home advertising assets across metropolitan, regional and rural Australia. Out of Home media reaches the vast majority of Australians each week, making it a powerful channel for delivering consistent, high-visibility messages at scale.
Michael Coote, CEO of AUSVEG, said the campaign was an important step in backing growers through demand-side action.
“Encouraging Australians to add just one more serve of vegetables a day supports better health outcomes and helps strengthen demand for Australian-grown produce. That demand is critical to the future of our growers and regional communities.”
Elizabeth McIntyre, CEO of the Outdoor Media Association, said the industry was proud to support a campaign with clear public value.
“Out of Home reaches Australians wherever they are – on their commute, at the shops or in their local community. We’re proud to use the power of our channel to support better health outcomes and encourage people to eat more vegetables.”
As part of OMA’s National Health and Wellbeing Policy, the outdoor media industry again donated significant advertising value to ensure the message reached as many Australians as possible.
Supporting health and growers
From a health perspective, the campaign acknowledged the reality facing many households during a cost-of-living crunch.
Dr Robyn Littlewood, CEO of Health and Wellbeing Queensland, noted that vegetables remain one of the most cost-effective ways to improve diet quality.
“Many Australians are under financial pressure, yet vegetables remain one of the most affordable ways to support good health. Even small changes – just one extra serve a day – can make a meaningful difference.”
For growers, those small changes add up. Every additional serve consumed strengthens demand for Australian-grown vegetables, supporting farm viability, regional employment and food security.
Part of a broader national strategy
Fresh Veg, Deliciously Affordable was delivered as part of AUSVEG’s broader Plus One Serve, which aims to increase vegetable consumption by one extra serve per person per day by 2030.
Plus One Serve brings together growers, researchers, retailers, health agencies and community organisations to apply evidence-based behaviour-change strategies at a national scale. The outdoor campaign was one visible expression of that work – reinforcing consistent messages across public spaces, media, digital platforms and partner channels.
Looking ahead
When the outdoor campaign concludes, its role in building momentum for increased vegetable consumption continues. Learnings from Fresh Veg, Deliciously Affordable will inform future activity under the Plus One Serve program, alongside initiatives such as the Pledge for More Veg and ongoing partnerships across the food system.
For growers, the campaign sends an important signal: AUSVEG is working together to set up innovative partnerships that address the consumption challenge that sits at the heart of industry sustainability.
By supporting initiatives that help Australians choose vegetables more often, growers are backed by a national effort to ensure fresh, Australian-grown vegetables remain central to everyday diets – today and into the future.
For recipe ideas and other tips and tricks to increase vegetable consumption visit the campaign website www.boostyourhealthy.com.au
Media Coverage:
AdNews
Media Week
Fresh Plaza
Campaign Brief
Produce Plus
Retail World
