The Secret Serve

The Australian onions ‘Secret Serve’ marketing campaign was launched by Horticulture Innovation Australia in May 2016.

Based on research that suggests 94.6% of Australian children aren’t getting the recommended daily serves of vegetables, the campaign focuses on the creative use of onions in everyday meals.

The three year campaign includes:

  • The launch of the ‘Secret Serve’ website
  • Cooking demonstrations in 470 Woolworths, Coles, and independent supermarkets and greengrocers across Australia
  • A recipe booklet that includes a seven day meal planner containing family favourites
  • Celebrity chefs such as Darren Robertson and Magdalena Roze endorsing the campaign and sharing recipes
  • Engagement of bloggers and key influencers in the media
  • The launch of Instagram and Facebook pages

Onions Australia consulted widely with growers around Australia for more than two years before a vote on changes to the statutory levy took place in 2011.

New legislation came into effect from 2014 which saw levy funds allocated to marketing.

Approximately $200,000 has been allocated towards marketing each year until 2019.