CLIENT
Nestle
Michelle Katz, Head of Marketing
Linda Nguyen, Senior Brand Manager
AGENCY
Rachel Pool, Head of Strategy
Andrew Hankin, Creative Director
Jack Burton, Junior Art Director
Lucas Fowler, Junior Copywriter
Damien Pashby, Client Lead
Cassie Floriano, TV Producer
Matt Richards, Senior Account Director
Natalia Fallas, Account Manager
Forward
UM
Edison
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.
