The Australian onion industry is set for an exciting year ahead with the launch of Australian Onions’ FY25 Marketing Program. Backed by onion growers and led by Hort Innovation, this levy-funded initiative is designed to spark a renewed demand for onions by reminding consumers of their many layers of benefits. The goal: to get more Aussies to appreciate onions as the first ingredient for a flavoursome, healthy meal and inspire them to buy onions more often.

Onions hold a unique place in Australian kitchens, serving as the starting point for countless dishes across the diverse cuisines that reflect Australia’s multicultural identity. They are more than just a staple; onions build the flavour foundation of meals, connecting the nostalgia of family recipes with modern cooking. From their irresistible aroma to their versatility and health benefits, onions are the quiet hero of every great dish.

But here’s the challenge: while recent statistics show that around 53 percent of Australian households purchase onions within a four-week period1, they are not being bought frequently enough. On average, households buy onions every 31 days2 – much less often than other staple vegetables like carrots or potatoes. The FY25 campaign aims to change this by positioning onions as a must-have ingredient in everyday meals rather than just an occasional purchase.

A key focus will be on light buyers – these buyers make up just over half of all onion buyers but only purchase onions seven times per year. These consumers, 8.8 million of them, cook three to four times per week3, representing a significant opportunity for growth. By encouraging this group to use onions more often, demand will grow, leading to a higher purchase frequency.

The insights behind the campaign

Despite being generally considered a staple in most households, onions face a unique barrier: many consumers feel they ‘already have enough’ or simply ‘don’t need any more’.4 To overcome this, the campaign will highlight onions’ versatility, encouraging Aussies to use them more often in different types of dishes, for multiple occasions across the year.

Interestingly, only 30 percent of consumers say they ‘love’ onions5 – far below the average for other comparable vegetables. By focusing on the warmth, nostalgia, and flavour that onions bring to home-cooked meals, the campaign aims to elevate onions from an afterthought to a beloved, go-to ingredient.

Another opportunity for growth identified through the research is promoting onions as a healthy choice. Currently, only 33 percent of consumers view onions as healthy, compared to 58 percent for all other vegetables.6 By sharing content that showcases their nutritional value, the campaign will help change this perception, positioning onions as not just tasty but a smart choice for health-conscious consumers.

Key messaging pillars
Based upon the consumer insights, the core messaging of the campaign will centre around three pillars:

1. Taste – encouraging consumers to rediscover the bold, rich flavours onions can deliver.

2. Versatility – inspiring Australians to use onions in a variety of dishes, from quick weeknight dinners to family feasts.

3. Health – educating consumers on the health benefits of onions, positioning them as a nutritious choice for everyday meals.

The campaign in action

To spread the message far and wide, the program will leverage a mix of earned media coverage and social media advertising and partner with Mary Kalifatidis, the new Australian Onions Ambassador

Earned media

Earned media coverage will be central to keeping onions top of mind throughout the year, with the campaign utilising key cultural calendar moments—such as picnic season, summer sausage sizzle season, autumn comfort food, and winter meals – to create new occasions for consumers to cook with onions. Each moment will highlight a different attribute or ‘layer’ of onions, such as their taste, health benefits, versatility, nostalgia and ability to act as a flavoursome foundation of countless dishes. Earned media coverage displayed a good return on investment in the FY24 campaign, making it a key focus for the FY25 campaign

Australian Onions Ambassador: Mary Kalifatidis

Mary Kalifatidis, a relatable home cook and media personality, will serve as the Australian Onions ambassador. Known for her passion for cooking and engaging social media presence, Mary will share easy, onion-centric recipes that showcase the vegetable’s versatility and flavour. Her engaging content, shared across earned, social media, and owned channels, will help onions maintain a strong presence in Australian kitchens. Mary has 10,300 followers on Instagram and 19,300 on TikTok.

Social media

Social media will be utilised throughout the campaign to amplify earned media activity and extend the reach of content. Here, the focus will be on making onions relatable and accessible to a broad audience, from seasoned cooks to beginners. Outside of the media moments, Australian Onions will share social content across Meta and TikTok – based on search and cultural trends – to help create relevant messaging. Creative assets will be used to cement Australian onions as the first ingredient in all the best recipes.

Looking ahead

With a potential reach of over 29m grocery buyers, the FY25 Onions Marketing Program is set to deliver strong results for the industry. By reigniting a love for onions and inspiring more frequent usage, this campaign will drive demand and strengthen the market position of Australian onion growers. With the right mix of emotion, education, and inspiration, onions will be more than just the vegetable in the background – they’ll be the first ingredient to hit the pan, every time.