Wiggles retail activations begin healthy eating party across Australia

The Australian fresh produce industry’s ‘Fruit and Veggies Yummy Yummy’ campaign with The Wiggles has kicked into gear in 2026, with retail activations planned across the country as children head back to school.

The International Fresh Produce Association Australia-New Zealand (IFPA A-NZ) and The Wiggles have united with retailers and fresh produce suppliers to share the message that fruit and vegetables are fun, colourful, and healthy. The campaign’s other industry partners include Ausveg and Hort Innovation, Mitolo Family Farms, Flavorite, Perfection Fresh Australia, Premier Fresh and MacKays Marketing.

IFPA A-NZ managing director Belinda Wilson said the retail activations would launch nationally from January to February 2026, coinciding with back-to-school season.  

“It’s when families return to routine and rethink their shopping and eating habits, making it the perfect time to re-energise interest in fresh fruit and vegetables,”  Wilson said.

“Key elements include on-pack placement in stores across Australia and activations in major supermarkets designed to be joyful, visible, and family-friendly, creating a sense of theatre in the produce aisle,” she said. 

Luke Field, general manager of The Wiggles said “For 35 years, The Wiggles have been singing, dancing, and having fun with fruit and vegetables, so this partnership is a natural fit. We’re excited to support the Fruit and Veggies Yummy Yummy campaign to help Aussie children and their families make strong, healthy eating choices. Making fruit and veggies fun, colourful, and part of everyday life is something we’ve always believed in, and this campaign gives us the perfect opportunity to bring that message to life in stores and at home”.

Select products will feature The Wiggles branding in some Harris Farm Markets and Aldi stores to encourage children to choose fruit and vegetables. The Wiggles will also hold an in-store appearance at Harris Farm Markets’ Lane Cove store on 21 January. Other in-store activations include competitions with various prizes, including the main prize being an opportunity to meet The Wiggles at Dreamworld with flights and accommodation included. 

Life-size cardboard and corflute cut-outs of The Wiggles placed alongside fresh produce displays so children can take photos and interact while shopping. Vibrant produce stands and hanging banners featuring The Wiggles’ characters to make fresh produce fun and appealing for children. A childrens’ art challenge that will see designs featuring fruit and vegetables will feature on Harris Farm tote bags.

Catalogue inclusions and retailer-specific digital activations, as well as on-pack stickers for certain products linking to the competition and encouraging families to visit The Wiggles’ website to watch videos, play games, and download recipes.

Mitolo Family Farms head of sales and marketing John Tselekidids said: “We are developing more family-friendly recipes aimed at lunchboxes and everyday meals for families to easily enjoy, as well as on-pack messaging across the back-to-school campaign.

“Having Australian and New Zealand families eating the recommended daily amount of fresh fruit and vegetables, would be a huge win for the health of our communities and a reflection of what we strive for every day. It would mean families are cooking more, eating better, and valuing fresh produce like our potatoes as part of everyday meals. The ultimate goal is helping to make real, nutritious food a natural part of family life.”

Flavorite marketing and communications manager Tom Millis added: “Flavorite is proudly showcasing our Australian-grown snacking tomatoes, Tiny Toms and the all-time favourite, vine-ripened cherry truss tomatoes as part of the campaign. Consumers will see The Wiggles featured on our produce packs with a QR code they can scan which shares information about our products, tasty recipes and fun competitions.

“We’re also supporting the campaign through our digital and social media channels, helping to tell the story of where our produce comes from and the people who grow it. It’s about connecting consumers not just to the food they eat, but to the farms and communities behind it.”

Harris Farm Markets co-CEO Luke Harris said: “We’ve always believed that good food brings people together and that starts with inspiring a love of fresh fruit and vegetables early on.

“Our stores are designed to be places of joy, play and discovery; full of life and more market than supermarket. The Wiggles’ fun, family-first approach aligns beautifully with that, helping us tell a story that’s simple, joyful and connects with families everywhere.

“As a father of three, I know first-hand how hard it can be to get kids to eat their greens. Campaigns like this make that challenge just a little easier by making healthy eating something children actually look forward to.”