Snack and breakfast cereal player Uncle Tobys is aiming to rekindle the sense of possibility that comes from growing up in the land Down Under in a new campaign.
Launching today, ‘Great Grows Here’ via Ogilvy Sydney is the first time Uncle Tobys has had a united brand idea across all product portfolios.
Ogilvy’s associate creative director, Andrew Hankin, said the new brand positioning shines a light on what great now looks like in Australia, while reminding people that we’re still the lucky country.
“Whether it’s our people, our attitude or our oats, there’s something extraordinary that grows here unlike anywhere else,” he said.
“And while Uncle Tobys has always had a rich heritage in association with sport and Olympic athletes, now it’s time to celebrate what great can mean across different and unexpected areas as well.”
The first work for the campaign will be for muesli bars over the back-to-school period, focusing on three great Australians: Sabrina Frederick-Traub (Brisbane Lions AFLW player), Samantha Ridgway (rocket scientist) and Peter Kismartoni (a world-renowned acrobat).
The campaign includes three hero films, and different formats for online and social, designed to inspire parents to see how their kids journey to greatness can begin in the playground.
Lisa May, business manager for nutritious snacks at Nestlé, said: “For too long, our brand platform has been fragmented across our product portfolio. Now, under the new masterbrand platform, we’re reminding parents of what our kids can achieve with the right fuel and encouragement.
“It’s a unique opportunity to showcase how Uncle Tobys snacks can rekindle the sense of greatness in us all.”
The campaign goes live this week, with more work coming throughout the year.
Business manager, nutritious snacks: Lisa May
Marketing manager, nutritious snacks: Dominique Bielecke
Brand manager, nutritious snacks: Shani Lomas
Creative agency: Ogilvy Sydney
Creative directors: Boris Garejla and Andrew Hankin
Creatives: Andy Cooke, Ava Frawley and Seyda Yilmaz
Agency producer: Sophie Stone
Chief strategy officer: Toby Harrison
Senior planner: Katharina Vassar
Group account director: Damien Pashby
Senior account manager: Anne Brooke
Production company: Playtime
Director: Byron Quandary
Production producer: Tom Slater
Director of production: Thom Neal
Media agency: UM