The Outdoor Media Association (OMA) has partnered with AUSVEG and Health and Wellbeing Queensland (HWQLD) to launch the 2025 iteration of its Fresh veg, deliciously affordable campaign.
The campaign, which will run until the end of February, has a renewed focus on busting affordability myths and promoting the versatility and benefits of fresh veggies.
It builds on previous success but introduces new messages: Australians are eating just 1.8 serves of vegetables daily – only 36% of the recommended 5 serves. The campaign aims to inspire Australians to add just one more serve of vegetables a day to their meals, which can cost as little as 65 cents per serve (75g).
“The Out of Home industry is proud to continue driving behaviour change on such an important national issue,” Elizabeth McIntyre, CEO of the Outdoor Media Association, said.
“We have the unique ability to reach Australians wherever they are. By promoting fresh vegetables as affordable, delicious and easy to include in meals and snacks, this campaign delivers a powerful message that resonates with families across the country. Adding just one extra serve of vegetables a day can make a big difference to your health, hip-pocket and local vegetable growers.”
This year’s campaign emphasises the gap between current vegetable consumption and the recommended intake, highlights the significant health benefits and reveals the household budget and economic impact buying vegetables can have in a cost-of-living crisis.
The campaign is supported by long-standing partner Health and Wellbeing Queensland and new partner AUSVEG. Both partners bring their expertise to address the broader public health and vegetable industry challenges tied to low vegetable consumption.
Michael Coote, CEO of AUSVEG, said: “This campaign couldn’t come at a more crucial time for Australia’s vegetable growers. Declining demand, combined with rising production costs, has left 34% of growers considering leaving the industry in the next 12 months.
“Fresh veg, deliciously affordable helps reconnect consumers with fresh produce while showcasing our industry’s key role in the economy and public health. By adding just one more serve of vegetables daily, Australians can improve their health, support local growers and boost the economy by $4.68 billion by 2030, through increased spending, new jobs and reduced healthcare costs.”
The Fresh veg, deliciously affordable campaign is the fifth healthy eating campaign originated from the OMA’s National Health Policy, which commits to using Out of Home (OOH) media to amplify public health messages. The past four campaigns have delivered success, including:
• OMA members have donated more than $31 million in advertising value across 20,000 signs since 2021
• 77% of Australians encouraged to purchase vegetables after seeing the campaign.
• 91% of parents including more vegetables in school and work lunchboxes.
• A significant increase in awareness of vegetable affordability and health benefits.
Robyn Littlewood, CEO of Health and Wellbeing Queensland, highlighted the campaign’s value and long-term potential: “This campaign is a testament to the power of Out of Home in shaping healthier behaviours.
“By showing that fresh vegetables are not only affordable but also versatile and delicious, we’re helping families make positive, sustainable changes. The OOH industry’s contribution has been invaluable, and we look forward to seeing further impact this year.”‘