Nestlé milks the popularity of oats via Connecting Plots

31 August 2021

Advertiser: Nestle

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From breakfast to beverage.

Uncle Tobys Oat Milk features in a new Nestlé campaign by independent creative company Connecting Plots.

The campaign leverages Uncle Toby’s 125-year-reputation as a trusted oat brand to break into the popular plant-based milk category.

“Oat milk is the fastest-growing, emerging segment in the plant-based milk category,” says Nestlé business manager, Anna Stewart.

The campaign rolls out across digital, social and OOH promoting the new product range, which includes Original Oat Milk, Barista Style Oat Milk and Oat & Almond Milk.

“There’s no denying we love and know our oats at Uncle Tobys so this was a very natural progression for the brand. We’re really proud of the result - it’s delicious and creamy and, just like our oats, Australian made,” Stewart says.

Connecting Plots group managing director Tom Phillips says the campaign builds on the history and tradition of Uncle Tobys oats.

“Uncle Tobys Oats comes with an incredible legacy - that red box has been a staple in our pantries for years.”

The new range can be found in the long-life milk aisles at Coles and select IGA supermarkets.


Anna Stewart: Business Manager
Kristie Cull: Marketing Lead - Snacks
Bryan Win: Marketing Manager - FMCG

Connecting Plots:
Managing Director: Tom Phillips
Creative Partner: Dave Jansen
Creative Director: Chris Johnson
Head of Integrated Strategy & Planning: Tim Collier
Business Director: Jack Blades
Project Director: Gwendolyn Jimenez
Art Director: Alexa Burchell
Creative: Julia Kenny
Senior Designer: Joe Davies-Griffith
Senior Motion Graphic Designer: Victor Rodriguez

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