Uncle Tobys has enlisted local oat farmers and children from regional Victoria to star in its latest campaign, 'Made in the Great Outdoors'.
Created by Ogilvy Sydney and launching this Sunday, the campaign was shot outside of Wangaratta by Exit Films director Greg Wood.
Ogilvy Sydney executive business director Leigh Bignell said the TVC aimed to reconnect with Australian parents, many of whom grew up with Uncle Tobys.
"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.
"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-second TVC will air on free-to-air and pay TV from this Sunday, with a 15-second version going live in March. Digital pre-rolls will also go live this week.
