The poor Australian Apple had been the subject of a lot of nasty rumours. Apparently, apples make you fat, cure cancer, give you cancer, rot your teeth, clean your teeth and both lengthen and shorten your life expectancy, all at the same time.
In 2010, Aussie Apples decided they’d had enough. The nutritious apple would no longer lie down and take the abuse of misinformed apple haters. It was time to promote the true health benefits of eating apples. And so Aussie Apples commissioned SMART to create a campaign that would silence critics and give apples the kind of publicity they deserved.
The TVC featured real health care professionals in a campaign that played on the old proverb “an apple a day keeps the doctor away”. Doctors argued against the health benefits of apples, urging consumers to consider the consequences. Eating an apple a day was destroying our doctors’ dreams of new houses, boats, early retirement and was just an all-round inconvienence.
In addition to television, the campaign ran across outdoor, digital, press, radio and sampling.