McCann Sydney has launched a new campaign for Uncle Tobys Oats, which taps into the brand's rich heritage. The campaign launched last night Sunday 24 February with a 15 second TVC.
The campaign features a modern twist on the Uncle Tobys Oats quick oats launch in the late 80s, by tapping into memories of a favourite ad which celebrated Aussies' love of humour and the Scottish roots of oats - and quickly worked its way into the Aussie vernacular.
Today, Uncle Tobys Oats breaks new ground again for people seeking an on-the-go breakfast that does not compromise taste or nutrition, with the launch of Breakfast Bakes. The ad modernises the iconic 80s line to "It's how you BAKE porridge" in a humorous and relatable interaction between father and son.
The delicious new Breakfast Bakes range contains the same amount of oats as a bowl of porridge* and provides a great source of whole grain and fibre.
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.
Says Michelle Katz, head of marketing, Cereal Partners Worldwide - Oceania: "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 brings back the nostalgia of an ad everyone loved."