Australian Macadamias has launched its latest national campaign, You’ve Got Good Taste, shining a light on the role Australian macadamias play in elevating everyday snacking moments.

The campaign was born from new data commissioned by the brand to highlight Australia’s snacking behaviours. The findings were striking: Australians continue to value quality when it comes to snacking, with four in five (79%) saying taste is their top priority when choosing a snack and more than 5.6 million Australians believing macadamias reflect good taste when entertaining.

“You’ve Got Good Taste celebrates the Australians who appreciate quality in the everyday,” said Ben Baldwin, CEO of Australian Macadamias.

“From entertaining at home to enjoying a simple snack, we’re shining a light on the small moments where good taste shows up and the role Australian macadamias can play in making those moments a little more special.”

The campaign

Created by Weber Shandwick Australia in partnership with Australian Macadamias and Hort Innovation, You’ve Got Good Taste celebrates Australians who choose quality and flavour in the everyday, positioning Australian Macadamias as a simple signal of good taste.

Brought to life through a suite of video-led creative assets produced in partnership with Samsumo, the campaign playfully reminds consumers that when they choose Australian macadamias, they’re choosing one of Australia’s most distinctive snacks.

“Australian macadamias are one of the country’s most premium homegrown products, and this campaign gives us a fresh, distinctive platform to ensure macadamias are top of mind when people are choosing a snack,” said Mr Baldwin.

The campaign will roll out nationally throughout September and October across social, digital, out-of-home and retail media, including activity across the Coles and Woolworths media networks, supported by paid media agency Benedictus.

It marks the next chapter in Australian Macadamias’ ongoing efforts to meet demand for and reinforce the premium credentials of Australian-grown macadamias within the domestic market.

Homegrown heroes

Australian Macadamias is the industry’s marketing brand, sharing the provenance, quality and unique qualities of Australian-grown macadamias with consumers and trade audiences in Australia and around the world. The Australian Macadamia Society is the peak industry body for the Australian macadamia industry.

Australia’s macadamia industry encompasses more than 800 growers and 15 million macadamia trees planted across 47,659 hectares, primarily along Australia’s east coast. Grown in their native home and produced to high global standards, Australian macadamias are renowned for their exceptional taste, quality and natural goodness.