Uncle Tobys Home Grown Oats

• Vist the Site uncletobys.com.au

Challenge
Uncle Tobys wanted to reset the dial and help the kids of today take ownership of their health and wellbeing, by inviting them to be part of the Uncle Tobys of tomorrow. This was an opportunity to re-ignite the strong relationship that Uncle Tobys once had with Aussie families and to deliver on their brand promise “to nourish the potential in everyone, every day.”

Insight
People attribute more value to the things they help shape or grow. By geting families growing the oats that make Uncle Tobys, they will gain a better understanding of where their food comes from, and have a reason to choose Uncle Tobys.

Activity
Getting Uncle Tobys’ oat seeds into the hands of families all over Australia, and getting kids & their parents growing together – recruiting a young generation of Uncle Tobys farmers helping to “Grow Oats With Us.”

Results

• 22,000 households registered for seeds
• 342% increase in consumer engagement within 3 weeks
• Now it its third year, growing bigger and better results for the brand