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.
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.”
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.”
More work will be launched throughout the year.
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