CLIENT
Nestlé Australia
1. Michelle Katz - Head of Marketing
2. Linda Nguyen - Senior Brand Manager
AGENCY
1. Rachel Pool - Head of Planning
2. Andrew Hankin - Creative Director
3. Jack Burton - Art Director
4. Lucas Fowler - Copywriter
5. Damien Pashby - Group Account Director
6. Matt Richards - Senior Account Director
Forward Agency Sydney
1. Fergus Kibble - Managing Director
UM Sydney
1. Daniel Morgan - Senior Client Director
SUMMARY
In a fragmenting category, oats had fallen out of favour and were no longer the flavour of the day for young Aussies; an issue for the market-leading, heritage brand Uncle Tobys.
So, Uncle Tobys repositioned themselves with a new voice and perspective on the world, changing the way young people saw the brand AND the product.
Through a nationwide ‘oatervention’ with supporting contextual creative, Uncle Tobys woke young Aussies up from their superficial behaviour and helped them find true fulfilment in a wholesome bowl of oats.
