Campaign inspires families to add fruit and vegetables to lunchboxes as children head back to school
The International Fresh Produce Association A-NZ has teamed up with The Wiggles to turn the daily routine of packing school lunches into a celebration of fresh produce during National Lunchbox Week (February 9-15).
With recent data showing only 4 per cent of Australian children meet their recommended daily fruit and vegetable intake, a digital campaign rolled out during National Lunchbox Week aims to make snackable produce such as Tiny Toms, Qukes, and bananas – the heroes of the playground.
“We know parents want their children to be healthy and our campaign aims to inspire them to ‘Wiggle’ more excitement into school bags with fresh, snackable produce that makes healthy eating the best part of the school day,” said IFPA A-NZ managing director Belinda Wilson.
“Children are a key influence on what ends up in the shopping trolley. National Lunchbox Week is our opportunity to harness that influence for good. By partnering with The Wiggles, we’re making fruit and veggies fun, familiar and desirable choices for the lunchbox. It’s a brilliant way to capture back-to-school energy while tackling concerning consumption statistics.
“School mornings can feel like a whirlwind, so anything that brings a little joy and connection is a win. We’re encouraging families to start the day with a quick Wiggle reel – something fun that gets everyone smiling - and then keep that energy going by packing a colourful lunchbox inspired by what they’ve just watched. It’s a simple way for parents to turn routine into memories, spark creativity, and make the everyday moments feel a little more magical.”
The initiative – the first of its kind for the IFPA A-NZ – follows successful retail activations with Aldi and Harris Farm Markets in the back-to-school lead-up, where families had the chance to meet The Wiggles and make healthier choices at the checkout.
National Lunchbox Week inspires families to embrace diversity and enjoyment in lunchboxes, promoting a judgment-free approach to healthy eating.
The IFPA A-NZ “Fruit and Veggies Yummy Yummy” campaign, backed by industry and some of Australia’s top fresh produce organisations, encourages children to eat more fruit and vegetables. It has been created to solve a global decline in fruit and vegetable consumption, following research which showed Aussie children are actively involved in grocery choices and food preparation from a young age. Industry partners include AUSVEG and Hort Innovation, Mitolo Family Farms, Flavorite, Perfection Fresh Australia, Premier Fresh Australia and Mackays Marketing.
Mitolo Family Farms Chief Commercial Officer, John Tselekidis said: “We’re proud to support a campaign that is about more than just driving awareness, it’s about influencing positive food habits for families and encouraging children to enjoy more fresh fruit and vegetables. The Wiggles have a unique ability to engage children, and being part of this initiative through IFPA A-NZ allowed Mitolo Family Farms to champion fresh vegetables, including potatoes, in a fun and meaningful way.”
