Uncle Tobys Extends Ogilvy’s Remit Beyond Snacks to Cereals

Following a competitive pitch, Ogilvy Australia has extended its relationship with Nestlé to undertake a range of work for the Uncle Tobys Masterbrand and Cereals business.

The agency has worked on Uncle Tobys Snacks for more than 15 years, and its expanded remit now includes leading the Uncle Tobys Masterbrand development and executing a suite of work for sub-brands such as Traditional Oats, Oat Sachets, Plus and Breakfast Bakes. The win marks the first work with its Masterbrand and Cereals portfolio.  

“We’re incredibly proud of the work we have undertaken for Uncle Tobys over the past 15 years. We are now equally excited to use that experience in developing the new Masterbrand positioning for one of Australia’s truly iconic brands,” said Ogilvy CEO David Fox.

CPW head of marketing Michelle Katz said: “We are thrilled to be working with Ogilvy, and with the team now partnering with us across the entire Uncle Tobys brand we are excited about the future for this iconic Aussie brand.”

Work begins immediately.

Ogilvy is part of WPP AUNZ, Australasia’s leading creative transformation company.