Hort Innovation and Thinkerbell launch mascot Appy to fight ‘snackgrets’ via Thinkerbell
In 2024, Aussie Apples and Thinkerbell launched the ‘No Snackgrets’ platform, to position Apples in the sizable and lucrative Snacking category. Now they are taking the battle against unhealthy snacks to social media.
Supporting the brand platform’s ongoing video, OOH, shopper, and radio footprint, the new social-first idea introduces ‘Appy’ The Amazing Apple – a no-nonsense hero on a mission to help Australians live a life free of ‘snackgrets’.
The work centres around Appy’s ongoing turf war with unhealthy snacks. Launching with an initial series explaining Appy’s back story and motivations, and then getting into action with more rolling out over the coming months.
Strategically mapped to key snacking times, the content sees Appy crashing offices during the dreaded 3:00 PM slump, intercepting shoppers in supermarket aisles, and intervening in everyday moments where people are most vulnerable to making regrettable snacking choices.
The work was developed and produced by Thinkerbell.
Says Appy the Amazing Apple: “My parents were left to rot in the fruit bowl while other snacks were consumed in their place. This experience has motivated me to encourage Aussies to snack better, and I won’t rest until they do, or until I get really tired.”
Says Paul Swann, Chief Creative Tinker at Thinkerbell: “We wanted to take the core ‘No Snackgrets’ message and inject it directly into the spaces where people are mindlessly scrolling – and usually mindlessly thinking about snacking. Appy is the perfect, crunchy protagonist to face off against unhealthy snacks. By leaning into our in-house social capabilities, we’ve been able to build a brilliantly reactive world for Appy that stretches across every snacking CEP, allowing the brand to pop up exactly when Aussies need an apple most.”
Lynda Pallone, Head of Marketing at Hort Innovation, speaks on the campaign’s impact: “Our goal has always been to help Australians make healthier, more fulfilling choices. This social-first extension of the ‘No Snackgrets’ platform is doing exactly that by creating genuine behaviour change. By showing up in the exact moments people are tempted by unhealthy snacks, Appy is successfully interrupting those habits and reminding Aussies to reach for a crisp, delicious apple instead.”
The ‘No Snackgrets’ social campaign is live now across Meta and TikTok, alongside Aussie Apple’s continued ATL presence.
@aussieapples Ever wondered what drives Appy to be the ultimate snack hero, stopping Aussies before they make snackgrets? Watch on… #nosnackgrets ♬ original sound - aussieapples
@aussieapples Well that escalated…#nosnackgrets
♬ original sound - aussieapples
@aussieapples Appy had a quick chat with HR and it's been decided, Choc's gotta go #nosnackgrets ♬ original sound - aussieapples
@aussieapples We didn't expect Appy to have this much flow, but the crunch on this track is absolutely unmatched #nosnackgrets ♬ original sound - aussieapples
@aussieapples Out with the sad office snacks, in with the extreme apple makeover - but has Appy gone too far? #nosnackgrets ♬ original sound - aussieapples
@aussieapples Not today, Choc - Appy's the number one snack in town #nosnackgrets ♬ original sound - aussieapples
Client: Hort Innovation
Creative and Social: Thinkerbell
Production: Thinkerbell
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