Uncle Tobys relaunches an 'Oatervention' with Dave Thornton

20 April 2021

Creative Agency: Ogilvy (NSW)

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‘For Goodness Sake!’

Iconic Australian brand Uncle Tobys has relaunched with an ‘Oatervention’ campaign.

The brand has teamed up with comedian Dave Thornton to declare ‘For Goodness Sake!’ and inspire the nation to wake up to the things that really matter.

The integrated campaign is the first stage of Uncle Tobys relaunch strategy and introduces a new brand positioning that encourages Australia to ‘wake up to themselves’ and the unfulfilling habits that leave us feeling empty, by getting stuck into the goodness of Uncle Tobys oats.

From being synonymous with surf-lifesaving in the 80s to now calling out fads, fakes and fails in 2021, Uncle Tobys has always tapped into Aussie culture.

Nestlé and Cereal Partners Worldwide engaged Ogilvy to bring a new voice to the iconic Aussie brand and attract a new generation of oat lovers.

“Uncle Tobys is one of Australia’s most loved and trusted brands," Cereal Partners Worldwide Australia head of marketing Michelle Katz says.

"Our heritage puts us in a unique position to give Aussies a bit of a wake-up call to remind them of what’s really important. ‘For Goodness Sake!’ perfectly captures the wholesomeness Aussies already know and love about Uncle Tobys, with a cheeky new tone and confidence.”

The campaign kicked off on Sunday with TV spots riffing off Thornton’s larrikin sense of humour, directed by New Zealand’s Steve Saussey with Eight Productions.

It will extend to OOH, a Nova radio partnership and social, with creative spanning Uncle Tobys' entire portfolio of products.

To support the ATL creative and integrated social executions, FORWARD Agency extends the conversation across earned media and earned social, revealing some of Australia’s most distracting and unfulfilling habits.

Along with Dave Thornton, other legendary Australians including Hayden Quinn, Em Rusciano and Cam Merchant, will join the wake-up call and share their own ‘Oatervention’ confessions.

“There’s never been a better time to hit the reset button in life (and as a brand) and shift our focus to wholesome goodness," Ogilvy creative director Andrew Hankin says.

"Being able to do this and give something like oats more personality has been an exciting challenge.”

In May, to closely follow the relaunch, Uncle Tobys extending the ‘Oatervention’ by launching an online activation that will allow Australians to discover what unfulfilling habits they need to ‘wake the fake up’ from and how their behaviours compare to rest of the population.

Client: NESTLE – CPW
Head of Marketing: Michelle Katz
Marketing Manager: Cheree Andrews
Senior Brand Manager: Linda Nguyen
Creative: Ogilvy Sydney
Creative Director: Andrew Hankin
Copywriter: Lucas Fowler
Art Director: Jack Burton
Chief Strategy Officer: Toby Harrison
Strategy Director: Heather Sheen
Strategy Director: Rachel Pool
General Manager: Nathan Quailey
Group Account Director: Damien Pashby
Senior Account Director: Matt Richards
Account Manager: Natalia Fallas
Executive Producer: Rob Spencer
Agency Producer: Tom Scarcella
Production: Ogilvy
Director: Steve Saussey Producer: Lib Kelly

Sound: Song Zu

Media: UM
Group Director: Angela Swayne
Sydney Strategy Director: Matt Furlong
Partnerships Director: Harpreet Chahal
Connections Design Director: Liam Swann
Senior Client Director: Carol Kearney / Dan Morgan
Senior Partnerships Manager: Ray Ly
Partnerships Trader: Emma Le

Founder & Managing Director: Fergus Kibble
Account Director: Siobhan Veddovi-McCaughan
Senior Account Executive: Lizzie Agar
Account Executive: Analisse Mammone

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