IFPA A-NZ’s 2026 Impact Report shows how Fruit and Veggies Yummy Yummy campaign helped drive consumption conversation with Australian families
The International Fresh Produce Association Australia New Zealand (IFPA A NZ) has launched its 2026 Impact Report ’Turning Intent Into Action: Fruit and Veggies Yummy Yummy’, revealing the first year outcomes of its national campaign with The Wiggles.
The report details how the national campaign – delivered in partnership with Hort Innovation, Ausveg and leading Australian fresh produce growers and marketers – shifted the dial in the fight against junk food and connected with families and children.
Key findings show the Fruit and Veggies Yummy Yummy campaign reached Australian families at a significant scale, securing 12mn views across The Wiggles’ channels, retail partners and media, direct engagement with 1.9mn families through competitions, mailouts, digital content and retail activations and more than A$7mn in media value.
The campaign was initiated in response to global data showing Australians, more than other countries, take their children grocery shopping with them; and an overwhelming 97 per cent admit children influence grocery selection.
Early evidence shows the power of music and movement is shifting the dial, with Australian parents serving their children more fruit and vegetable snacks than this time last year, according to the report.
The IFPA Global Survey tracks Australian consumer habits and found increased awareness and action over the past 12 months, with a 6 per cent increase in parents aware that fruit and veggie consumption is very important, and a 3 per cent increase in the number of parents who say most of their children’s snacks are fruit and vegetables.
Snackable formats have continued to grow in popularity, with baby cucumbers the fastest growing savoury snack and snacking tomatoes ranked fourth. Bananas also reported an increase of 4 per cent in sales over the past year.
“The consequences of declining fruit and veggie consumption are impacting community health and our national economy,” said IFPA A-NZ managing director Belinda Wilson.
“Only 4 per cent of Australian children are meeting the recommended daily intake of fruit and veggies. Australia has one of the highest rates of obesity in the world, with 25 per cent of Australian children aged 5-17 overweight or obese.
“It was time for a united and innovative approach, and this campaign flipped the lid on traditional marketing by targeting children as influencers of the family shopping trolley. It called on parents to become role models and turn healthy eating intentions into everyday action for their families.”
Wilson said the campaign was driving multi-generational change by making fruit and vegetables fun, familiar and desirable.
“It’s about making memories with children of fruit and vegetables being fun, familiar and shared with people you love,” she said.
“Behavioural change doesn’t happen overnight, but I also know that some of our earliest experiences stay with us and shape us for life.”
Wilson thanked funding partners Perfection Fresh Australia, Flavorite, Mitolo Family Farms, Mackays Marketing and Premier Fresh Australia for showcasing the industry and working collaboratively to deliver meaningful change.
She said the campaign highlighted the amplified impact of working together and looked forward to seeing the campaign grow at scale in the years to come.
