Horticulture Innovation Australia says 'Get Your Crunch On' in new spot via Ikon Group Sydney

Screen Shot 2017-03-29 at 12.36.39 pm.jpgIkon Group Sydney, part of WPP AUNZ, has created Horticulture Innovation Australia's newest campaign, inspiring Aussies to 'Get Their Crunch On'.

The Australian Apples campaign has launched this week and includes TV, cinema, digital and a Netball Australia partnership.

Says Graeme Yardy, marketing lead for Horticulture Innovation Australia: "This new campaign for Aussie Apples represents a turning point for the brand and the industry it represents. Building on the insight that consumers have very little tension with Apples, we set about to build a piece of communication that would cut through, with a catchy soundtrack and popping visuals, entertaining our audience and ultimately reminding them to stock up on new season Apples.
 
VIEW THE SPOT
"Borrowing from the brand's heritage and iconic Tap Dogs execution of the early 2000's, the spot aims to reconnect consumers with what makes biting into an Aussie Apple great - the crunch. The line "Get Your Crunch On" encompasses the vitality and goodness that comes from snacking on Aussie Apples, and ties well with assets created to support our 3-year partnership as the official fruit of Netball Australia.  We're really proud of the campaign, and the collaboration with industry, right from strategy and briefing through to campaign development.

"The campaign will run for 8 months, led by National TV activity, but also supported by Cinema during key periods, online video, display and heavy social and content support. The campaign will also extend across Aussie Apples' partnership with Netball Australia in the form of TVC both at match as well as throughout Nine's broadcast, branding, court signage, activations, social and player ambassador integration."

Says Rob Martin Murphy, executive creative director Ikon Group Sydney: "We wanted to create an ad that leaves people feeling good - just like eating an Aussie Apple does. Hopefully, it'll help fill a few more shopping baskets along the way too."

Client: Horticulture Innovation Australia
Marketing Lead: Graeme Yardy
Marketing Manager: Monique Emmi
Creative Agency: Ikon Group Sydney
ECD: Rob Martin Murphy
Creative: Madeline Smith
Media Client Service Director: Karyn Smith
Finished Artist: Jenie Johnston
Creative Client Service Director: Anna College
Communications Director: Emile Van Schalkwyk
Head of Strategy: John Halpin
Producers: Vanessa Wells and Elissa Maine
Production Company: Exit Films
Director: Stuart Bowen
Producer: Leah Churchill-Brown

9 Comments

BWM said:

Sweet, a Kmart ad for Apples

Bite Me said:

I love apples, they are good for you.

Shiver said:

Hope is not a strategy.
That is not an ad; it's an accident.

Apples grow outdoors said:

random

Sinkers said:

Love it. Great line.

Jerry Smith said:

It's no "Hungry For Apples?"

Fresh Produce said:

Great jingle, up lifting and fun!

Jet said:

I'm pretty sure one of those kids bit a floury one from last season

Wow said:

Just looking at the image makes me think they are the most unco people put together for an ad:)

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