Turning Intent Into Action: How the A-NZ Industry is Shifting the Dial with The Wiggles

Download 2026 Impact Report

A united front to reverse declining consumption, boost our local agricultural economy, and foster healthier generations.

4% of children in Australia are meeting the recommended daily intake of fruit and vegetables. With fresh produce intake declining by 2% overall since 2018, the International Fresh Produce Association (IFPA) Australia-New Zealand recognized that traditional marketing wasn't enough. We needed a radically different approach to break through.

Enter the Fruit and Veggies Yummy Yummy campaign. By uniting our local industry with Australia’s most trusted children's entertainers, The Wiggles, we successfully shifted the traditional marketing model. Instead of targeting parents, we went straight to the ultimate influencers—kids—turning "pester power" into a positive force at the checkout.

A United Industry Solution

This campaign proved the power of working together. By uniting peak organizations, leading A-NZ producers, and local retailers like ALDI and Harris Farm Markets, we achieved a scale of impact no single commodity could reach alone.

"We aren't competing against other tomatoes, strawberries, or cucumbers—we are competing against chocolate and processed snack foods. And the results show that when our industry speaks with one voice, we win."

Our Year-One Local Impact

1.9M

Families Reached
Direct engagement across A-NZ through concerts,
mailouts, and retail.

121M

Views
Massive audience exposure placing local produce
center stage.

$7.23M

Earned Media
Exceptional organic reach and brand synergy with icons.

250%+

ROI
Proven return for local funding partners through
targeted placement.

Driving Checkout Action

Retail activations proved that meeting families at the point of decision-making doubles participation
and turns good intentions into purchases.

Small Changes,
Big Impact for Australia and New Zealand

This campaign is about more than just marketing; it’s about the economic prosperity and health of our region. Adding just one extra serve of vegetables per person per day can transform our local supply chain.

According to AUSVEG's Plus One Serve of Vegetables 2030 target:

$3.3 Billion

Added to the local vegetable
supply chain

12,841

New industry jobs generated

$1.4 Billion

Projected healthcare savings by 2030

"Leveraging that reach with a clear on-pack activation on our potatoes drove strong engagement at shelf and delivered increased sales across the campaign period."

— John Tselekidis, Chief Commercial Officer, Mitolo Family Farms

Toward 2035: The Opportunity Ahead

While our concept has already been recognized globally at the New York Produce Show, its heart—and its future—remains right here in A-NZ. Year one validated the proof of concept. Now, we are looking toward 2035.

We are seeking funding to implement Fruit and Veggies Yummy Yummy as a long-term, strategically applied strategy. Our goal is to cement A-NZ products as essential to health and well-being, shift national consumption habits, and boost domestic produce production.

Be Part of the Next Chapter

Join us as we deepen partnerships, strengthen data, and scale our impact across Australia and New Zealand. Let's work together to change the trajectory of fruit and vegetable consumption for the next generation.