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Australian chefs support healthy eating campaign

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February 13, 2023

Australia's Outdoor Media Association has launched "Healthy Returns," a healthy eating DOOH campaign that launched nationwide on Jan. 29 and will run through Feb. 25, according to a report from the OMA.

The OMA partnered with Health and Wellbeing Queensland and Nutrition Australia for the campaign, which was designed by Poly, a creative and content hub from oOh!media. The campaign will include in-store and online display by Woolworth's supermarkets, The Guardian Australia and the Yahoo! network.

Citing statistics showing that over 90 percent of Australians miss eating the recommended daily amount of vegetables and that one in four children aged five through 14 are diagnosed as being overweight or obese, the campaign aims to promote healthy eating and the consumption of vegetables, focusing on broccoli, carrots, corn and tomatoes.

The campaign encourages saving money and boosting health by purchasing and consuming in-season vegetables and includes recipes from Australian chefs, including Trisha Greentree, Hamish Ingham and O Tama Carey.

The OMA has also banned advertisements containing unhealthy food and drinks near schools.

"The Outdoor advertising industry is committed to tackling rates of obesity through its National Health and Wellbeing Policy," Charmaine Moldrich, CEO of the OMA, said in the report. "This year the advertising space our members have donated will reach 93 percent of Australians over the four week campaign. This is a very powerful investment in public health campaigning. With such mass reach, more than any other advertising channel, we are getting results. Our post-campaign research from 2022 shows our healthy eating campaigns are working as a catalyst to change behavior. This year's message is all about buying in-season vegetables to help keep costs low at the supermarket checkout. It's timely, given the increasing cost of living in the last 12 months."

"Nutrition Australia has been dedicated advocates for achieving healthy, sustainable eating for all Australians for years," Lucinda Hancock, CEO at Nutrition Australia, said in the report. "Recent research has shown the alarming decline in vegetable consumption for Aussie families with 91% of us not getting the recommended five-plus servings a day — a statistic we can all work together to change. Vegetables are at the very center of healthy eating and a critical part of our diet for people of all ages. They offer great nutritional value and are undoubtedly the best bang for grocery buck. Vegetables contain fiber, calcium, iron, magnesium, potassium and vitamins A, C and E. Importantly, they contain no added sugars, sodium and saturated fats. Nutrition Australia is excited to band together on this campaign to show that not only are vegetables delicious and fun with incredible health benefits but buying in season veg helps save money and supports Aussie farmers."

"A recent report found seven in 10 Brisbane shoppers say the cost of fresh produce is influencing the amount of veggies they eat," Robyn Littlewood, CEO of Health and Wellbeing Queensland, said in the report. "By highlighting the savings you can pocket with in-season veggies we hope we can encourage everyone to engage in healthy eating habits. This campaign is all about improving health and reducing the cost of the weekly grocery shop."