Ogilvy Sydney has taken Uncle Tobys on a new journey, creating a united brand idea for all of its products. The new masterbrand campaign, Great Grows Here, taps into every parent’s unspoken dream – for their child to be remarkable in some way.

It also highlights the brand’s Aussie-ness. Each execution telling the story of a young Australian who has grown up to be great – like Brisbane Lions AFLW superstar, Sabrina Frederick-Taub and Cirque du Soleil acrobat, Peter Kismartoni, and Samantha Ridgway, rocket scientist & Australia’s first female to build a rocket.

https://youtu.be/j3K7sJfxODQ

Ogilvy Sydney associate creative director, Andrew Hankin, commented, “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.”

https://youtu.be/HlBiB3ep5cM

The campaign has launched in advance of back to school with three films promoting Uncle Tobys for muesli bars. The three hero TVCs are running in different formats for online and social, designed to inspire parents to see how their kids journey to greatness can begin in the playground.

Lisa May, nutritious snacks – business manager, Nestlé, stated “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.”

https://youtu.be/Qpv4iftrwWs

More work will be launched throughout the year.

Credits

Agency: Ogilvy Sydney

Creative Directors: Boris Garejla & Andrew Hankin

Creatives: Andy Cooke, Ava Frawley & Seyda Yilmaz

Agency producer: Sophie Stone

Chief Strategy Officer: Toby Harrison

Senior planner: Katharina Vassar

Group Account Director: Damien Pashby

Senior Account Manager: Anne Brooke

Production company: Playtime

Director: Byron Quandary

Production Producer: Tom Slater

DOP: Thom Neal

Client: Nestlé (Uncle Tobys)

Nutritious Snacks – Business Manager: Lisa May

Nutritious Snacks – Marketing Manager: Dominique Bielecke

Nutritious Snacks – Brand Manager: Shani Lomas

Media Agency: UM