BY HORT INNOVATION

As the Australian Onions marketing campaign continues throughout 2026, activity remains focused on increasing domestic consumption by inspiring more Australians to start their meals with onions.

Through a combination of social media advertising, influencer partnerships, earned media activity and in-store sampling activations, the campaign is working to transform onions from a pantry staple into a flavour obsession.

The strategy is centred on reaching 8.8 million light buyers who cook three to four times per week, encouraging them to make onions the first ingredient in more everyday meals. By showcasing the taste, versatility and health benefits of Australian onions, the campaign aims to drive greater awareness, consideration, and usage across Australian households.

Driving awareness through social media channels

Paid social advertising continues to deliver strong results. On Meta, campaign activity has reached 2.3 million Australians and generated 8.4 million impressions to date, tracking well against campaign targets. Following this positive performance, upcoming activity will include retargeting consumers who have already engaged with campaign content, helping move them further along the path to purchase.

TikTok is also playing an important role in reaching younger audiences, delivering 554,000 people in incremental reach that cannot be accessed through Meta alone. Future activity will continue to optimise audience targeting around interests such as slow cooking, comfort food, and hearty winter recipes to maintain awareness of onions throughout the winter season.

The campaign is working to transform onions from a pantry staple into a flavour obsession.

Paid social advertising creative drives taste, versatility and health messaging.

Influencer content showcases onion versatility

Influencer partnerships are helping showcase the many ways onions can be used as the starting point for everyday cooking and meal preparation. Results continue to show that consumers respond strongly to influencer content that presents onions in new, unexpected, and versatile ways.

A standout performer was brand ambassador Mary Kalifatidis’ Creamy Baked Onions recipe, which generated more than 5,200 saves and 19,000 engagements. The results reinforce that creative recipes showcasing onion versatility are effective at building interest and encouraging consumers to think differently about onions. Influencer content that presents innovative and versatile uses for onions drive engagement and ultimately help to transform the perception of onions from a simple staple to a must-have ingredient for everyday meals.

Earned media extends reach

Earned media activity has further elevated the campaign, generating an impressive 19.8 million opportunities to see. A key activation featured Australian Onions brand ambassador Mary Kalifatidis appearing live on The Morning Show, demonstrating how onions can be used as a versatile ingredient in daily cooking. Additional coverage was secured through 7NEWS.com.au and New Idea, generating further campaign reach and engagement.

Winter messaging focuses on health

As the campaign moves into its next phase, messaging will focus on the role onions play in healthy winter cooking. From soups and stews to everyday family meals, onions will be positioned as a nutritious and flavour-packed ingredient that helps create satisfying meals during the colder months. Key messages will highlight the health benefits of onions, their contribution to vegetable intake and their ability to add flavour to healthy dishes.

In-store sampling driving purchase

The in-store sampling program provides an important opportunity to engage consumers close to the point of purchase in Woolworths, Coles and independents. Between January and March, 130 sampling sessions delivered almost 15,000 shopper engagements and more than 11,000 product samples across Coles, Woolworths and independent retail stores. 61 percent of customers that sampled were converted to purchase onions.

A predicted total of 5,485 kg of loose onions and 1,384 one kilogram bags were sold during the sampling period.