Hort Innovation has unveiled a bold marketing strategy aimed at elevating the status of Australian Onions from a humble pantry staple to a beloved flavour foundation in kitchens across the country.

Running from July 2025 to December 2026, the campaign is rooted in the strategic investment plan goal of demand creation – supporting the Australian onion industry by developing existing and future domestic markets.

Strategic goals

The overarching objective is to drive consumer demand by inspiring Australians to consume more onions, more often. The campaign aims to significantly increase domestic consumption by continuing to position Australian onions as the first ingredient in every meal, building a flavourful foundation to every dish.

PILLAR ONE

Connect

The first pillar of the FY25/26 strategic marketing plan focuses on building top-of-mind awareness and making consumers fall in love with the flavour hit of onions. In response, this year’s marketing campaign will build on The First Ingredient platform and take Australian Onions from a pantry staple to a flavour obsession.

Despite being in nearly every kitchen, only 27 percent of consumers claim to love onions. In FY25, onions were positioned as the base of great meals. This year, the focus shifts to evoking emotion, nostalgia, and the unmistakable sizzle of onions cooking.

Over the next 18 months, the campaign aims to stay top of mind for light buyers, driving awareness, consideration, and more frequent use. By tapping into flavour, aroma and versatility, the goal is to get onions onto more plates, more often.

A previously identified behaviour to change is to reach 8.8 million light buyers who cook 3–4 times per week. Building an emotional connection through nostalgia is key to cementing this behaviour change since:

• 76 percent of consumers aged 22–55, and 70 percent of those over 65, say they love to eat foods that remind them of their past.
• Nostalgic foods trigger self-identity making eating feel personal and tied to who we are.
• They provide comfort, offering emotional regulation through familiar flavours.
• They build social connection, helping us recall family meals and cultural traditions, strengthening feelings of belonging and community.

This year, the campaign will build on The First Ingredient platform by creating cooking rituals to remember, with communications designed to spark nostalgic moments only onions can own.

Cooking rituals

To build emotional connection and cement behaviour change, the campaign taps into four nostalgic cooking rituals that only onions can truly own:

Personal cooking rituals – Celebrating the everyday, with cooking as a way to enjoy comforting and healthy foods.

• Proof points: The chop, the sizzle, the smell—these sensory cues signal the start of something delicious and nourishing. Onions also bring health benefits, making them the ideal first step in any meal.

Cultural cooking rituals – Celebrating the melting pot of Australia and how onions cross cuisines and cultures.

• Proof points: Onions are a universal ingredient—found in curries, sausage sizzles, pastas, tacos, BBQs and more. Their versatility connects us across diverse culinary traditions.

Shared cooking rituals – Celebrating the meals and moments we come together.

• Proof points: From family dinners to long tables with friends, onions have always been a staple of the meals and moments that bring us together. Their flavour and versatility make them a natural centrepiece of communal cooking.

Seasonal cooking rituals – Celebrating the rhythms of the year.

• Proof points: From the BBQ in summer to soups and stews in winter, onions are the taste and smell of every season. They adapt to the calendar, anchoring seasonal dishes with familiar comfort.

Planned marketing activities

Marketing activities will aim to stir, sizzle, and savour—driving awareness, emotional connection, and behaviour change. Activities include leveraging brand ambassador Mary Kalifatidis, owned media through social channels and influencers, paid social advertising, and earned media via PR spikes.

• Paid social advertising via Meta platforms to spark anticipation and build high-reach, top-of-mind awareness.
• Owned social media content featuring recipes and cooking rituals to build top-of-mind awareness and consideration among main grocery buyers aged 18+, with a focus on light buyers who cook 3–4 times per week.
• Content creator partnerships to foster authentic conversations and embed onion cooking rituals into everyday meals.
• Storytelling led by brand ambassador Mary Kalifatidis, positioning onions as the first ingredient in every meal and driving emotional connection.
• Earned media (PR spikes) to generate mass reach and media coverage by leveraging nostalgia in a timely and newsworthy way.

PILLAR TWO

Inspire

The second pillar of the strategy focuses on inspiring onion usage across everyday meal occasions by meeting consumers at the point of purchase. Through a targeted in-store sampling program and point-of-sale materials, the aim is to showcase the taste, versatility, and emotional appeal of Australian onions.

Retail activity will roll out in two seasonal bursts – summer and winter – to align with supply and seasonal cooking habits. Each burst will feature tailored recipes that highlight both red and brown onion varietals, encouraging year-round consumption.

Sampling will take place primarily Monday to Friday (80 percent), with 20 percent of shifts on Saturdays. Each shift will include:

• A static demonstration table
• Branded uniforms (apron and hat)
• POS strut cards
• Customised flyers featuring recipes and the Australian Onions website.

The program is designed to physically remind and inspire consumers to choose onions by showcasing how they elevate everyday meals – from quick weeknight dinners to seasonal favourites.

To measure impact, surveys will be completed after every shift, capturing sample volume, conversion rates, top-performing stores, estimated sales, shopper insights, and photos of the activity.

This hands-on approach ensures that onions remain front-of-mind for shoppers, reinforcing their role as the first ingredient in flavourful, comforting meals.