The Challenge Presented

AIA launched the AIA Vitality HealthyFood Benefit, an exclusive AIA Vitality member benefit offering up to 25% off fresh fruit and vegetables* at Woolworths every month when members scan their Everyday Rewards Card.

The opportunity was to transform an everyday saving into a compelling reason for customers to choose AIA over competing insurers. The challenge was that people don’t typically think about their insurer while doing the weekly grocery shop. To succeed, the campaign needed to make the benefit so well known and desirable that non-members felt they were missing out on genuine everyday value.

*T&Cs and spend cap apply

The Strategy Created

Bastion developed an integrated campaign designed to make the AIA Vitality HealthyFood Benefit impossible to ignore. Launching in July 2026, the campaign reached New Zealanders across out-of-home, television, radio, social and in-store channels, placing the benefit in the moments and environments where grocery decisions are made.

The HealthyFood Benefit reflects AIA Vitality’s commitment to supporting members’ overall health and wellbeing, expanding the programme beyond fitness-focused rewards to recognise the important role everyday lifestyle choices play in long-term health.

The benefit is informed by insights from AIA New Zealand’s refreshed 5590+ report, which highlights the significant impact nutrition can have on improving health outcomes. By making fresh fruit and vegetables more accessible and affordable, AIA Vitality is helping members make healthier choices as part of their everyday lives.

As one of the many benefits available through AIA Vitality, the HealthyFood Benefit demonstrates how the programme supports members across all aspects of their health and wellbeing—not just physical activity.

The creative centred on the everyday value of the offer, building broad awareness while creating a strong mental association between AIA and meaningful savings.

The Strength Achieved

The campaign put AIA in a position of strength by transforming an insurance benefit into a compelling everyday reason to choose the brand. By making the AIA Vitality HealthyFood Benefit highly visible and memorable, it shifted the conversation beyond insurance products to the tangible value AIA delivers every week, strengthening consideration and helping differentiate the brand in a highly competitive market.