Australian Apple and Pear Association communications manager Sophie Clayton said the campaign steers apple marketing away from traditional fruit campaigns to highlight the product's convenience and unprocessed qualities.
"While apples are a staple of most shopping baskets, this campaign is about reinvigorating the perception and appeal of apples as a refreshing, reviving experience, appealing to a younger audience, who often reach for other convenience options," Ms Clayton said.
The industry is also investing to improve its efficiency, Ms Clayton said.
"New orchards are much more productive than old ones and slowly Australia's average yields per hectare are increasing," she said.
Packing infrastructure is under development to reduce costs and increase in consistency of quality as well as provide long lines of high quality fruit suited for export.
New varieties have proved fruitful for growers.
During the past 20 years, Apple and Pear Australia Limited (APAL) has developed the Pink Lady brand in Europe and a range of other countries.
Today more than 350,000 tonnes of apples are sold under the brand worldwide.
