Eat better, live better (2026)

The HealthyFood Benefit ATL campaign transformed one of AIA Vitality’s most practical wellbeing offerings into a nationwide creative platform that encouraged New Zealanders to make healthier choices with confidence. By highlighting the simple act of saving up to 25% on fresh fruit and vegetables, the campaign reframed healthy living as accessible, rewarding, and woven into everyday life. Our creative direction focused on clarity, warmth, and behavioural motivation — showing how small, consistent actions can lead to meaningful long‑term wellbeing.

Across nearly 700 assets, we built a fully integrated ecosystem spanning digital, OOH, radio, in‑store, social, and member channels. Every touchpoint reinforced the same message: healthy living doesn’t need to be complicated, and AIA Vitality is there to support every step. Through fresh, vibrant visuals and unified messaging, the campaign connected real‑world savings with real‑world behaviour change, driving awareness, activation, and sustained engagement with one of AIA Vitality’s most valued benefits.