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Uncle Tobys 'Made in the Great Outdoors'


Ogilvy Sydney & Exit Films' Greg Wood shoot a beauty for muesli bar brand

Uncle Tobys 'Made in the Great Outdoors'

Local oat farmers and children from regional Victorian schools star in a new TVC for Uncle Tobys Muesli Bars, which launches this Sunday as part of a campaign developed by Ogilvy Sydney.

The beautifully shot footage was filmed outside Wangaratta, Victoria in the great outdoors where the key ingredient of the bars – Uncle Tobys oats – are grown. Children were cast from local schools and oat farmers from the region were involved in the TVC, providing some intriguing characters for the campaign.

Ogilvy Sydney Executive Business Director Leigh Bignell said the TVC aimed to reconnect with Australian parents, many of whom grew up with Uncle Tobys on the family menu.

“Uncle Tobys is a trusted brand that many Australians had in their lunchboxes when they were young,” she said.

“This TVC aims to emotionally reconnect with parents by reminding them that the key ingredient of oats are grown in the great outdoors - just like our kids who grow up in the great outdoors.

“In the busy lives of today’s most targeted audience, the main grocery buyer, there are a lot of choices for parents. The team found an engaging way to bring the core ingredient of oats to life as a way of reconnecting with this busy target demographic, and get Uncle Tobys muesli bars at the top of the shopping list each week.”

The 30-sec TVC will be seen on Free to Air and Pay TV from this Sunday, January 26, with a 15-sec version of the TVC going live in March. Digital pre-rolls also go live this week.


Agency: Ogilvy Sydney

Client: Nestlé

Production Company: Exit Films

Director: Greg Wood

Media: ZenithOptimedia

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Categories: Confectionery , Food, Savoury Snacks, Fri, 24 Jan 2014 09:54:46 GMT