Australia Day is proving a popular choice for campaign launches with Uncle Tobys Muesli Bars getting in on the act with a new campaign full of iconic Aussie imagery.

The campaign, created by Ogilvy Sydney, was filmed outside Wangaratta in Victoria and features children from regional Victorian schools as well as local oat farmers.

Leigh Bignell, Ogilvy Sydney executive business director, said: “Uncle Tobys is a trusted brand that many Australians had in their lunchboxes when they were young,” she said.

“This TVC aims to emotionally reconnect with parents by reminding them that the key ingredient of oats are grown in the great outdoors – just like our kids who grow up in the great outdoors.

“In the busy lives of today’s most targeted audience, the main grocery buyer, there are a lot of choices for parents. The team found an engaging way to bring the core ingredient of oats to life as a way of reconnecting with this busy target demographic, and get Uncle Tobys muesli bars at the top of the shopping list each week.”

The campaign will launch with a 30-second TVC on January 26 with a 15-second version to go live in March.

http://www.youtube.com/watch?v=2Uoyjo4dSdI