Uncle Tobys Oats has unveiled its latest campaign, harkening back to an iconic 80’s advert.

The campaign, from McCann, launches Uncle Tobys Breakfast Bakes product, and features a father-son duo interaction that modernises a familiar line when the words are uttered: “it’s how you BAKE porridge”.

The 15-second TVC is part of a PR and social media campaign, featuring a host of recognisable Aussies will continue the narrative around the new baked credentials, supported by mass sampling.

Cereal Partners Worldwide – Oceania head of marketing Michelle Katz said: “We’re extremely proud of our new Breakfast Bakes, which give Aussies the goodness of oats on the go.

“This new campaign reminds people why Uncle Tobys Oats is Australia’s favourite brand of oats and bring back the nostalgia of an ad everyone loved”.

The referenced ad in question, gracing Australian screens in the late 80s, was part of an Uncle Tobys campaign to improve the brand image of instant oats, viewed by some at the time as an unappealing, cheap alternative to proper oats.

It continues Uncle Tobys efforts to go back to their roots and emphasise their brand heritage in the Australian market, following the recent ‘Great Grows Here’ campaign that highlighted what makes greatness in the modern Aussie market.