Uncle Tobys aims to rekindle the sense of possibility that comes from growing up in the land down under in a new campaign 'Great Grows Here' via Ogilvy Sydney launching today. This is the first time Uncle Tobys have had a united brand idea across all product portfolios.
As the brand that's been growing greatness by the banks of the Murray River for over 125 years, there's no one better to tell the stories of a new kind of great growing around the country - one that takes a step beyond Australia's traditional perception of greatness - gold medals.
Says Andrew Hankin, associate creative director, Ogilvy: "The 'Great Grows Here' 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. 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 superstar, Samantha Ridgway - Rocket Scientist & Australia's first female to build a rocket and Peter Kismartoni - a world renowned acrobat.
The campaign includes 3 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.
Says Lisa May, nutritious snacks – business manager, Nestlé: "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."
Campaign goes live this week with more work coming throughout the year.