Uncle Tobys rolls out first ‘masterbrand’ campaign

21 January 2019

Creative Agency: Ogilvy (NSW)

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The work features Australian professionals reflecting on their childhood.

Uncle Tobys has released a united brand idea across all portfolios, launching the ‘Great Grows Here’ campaign.

It's the first time the brand has united all products in one specific push.

Created by Ogilvy Sydney, it seeks to rekindle the sense of possibility that comes from growing up in Australia.

The first work for the campaign is for muesli bars, in time for back to school shopping.

It features AFL player Sabrina Frederick-Traub, scientist Samantha Ridgway and acrobat Peter Kismartoni all talking about their journey to reaching their dream careers. 

The creative includes three films with different formats for online and social.

Nestle business manager for nutritious snacks Lisa May said it was important to unite the brand under one masterbrand campaign.

“For too long our brand platform has been fragmented across our product portfolio,” May said.

“It’s a unique opportunity to showcase how Uncle Tobys snacks can rekindle the sense of greatness in us all.”

Credits:

Creative Directors - Boris Garejla, Andrew Hankin
Creatives – Andy Cooke, Ava Frawley, Seyda Yilmaz
Agency producer – Sophie Stone
Chief Strategy Officer – Toby Harrison
Senior planner – Katharina Vassar
Group Account Director – Damien Pashby
Senior Account Manager – Anne Brooke
Production company: Playtime
Director: Byron Quandary
Production Producer: Tom Slater
DOP: Thom Neal
Lisa May – Nutritious Snacks – Business Manager, Nestlé
Dominique Bielecke – Nutritious Snacks – Marketing Manager, Nestlé
Shani Lomas – Nutritious Snacks – Brand Manager, Nestlé
Media Agency: UM

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