Home Grown


The Problem

Despite the Uncle Toby’s brand being renowned for health and wellness, consumers were turning away from their cereals and muesli bars as they were perceived as over-processed and full of sugar. Uncle Toby's was determined to change this and engage a new generation of consumers.


The Insight

Many Australian children don’t know where their food comes from.


The Solution

Uncle Toby's Home Grown: A digitally led, integrated campaign designed to teach Australian children where their favourite cereals and muesli comes from. Launching with an educational video utilising Uncle Toby's ambassadors, packets of oat seeds were sent to registered families across Australia. In the following months EDMs to these families shared growing tips, and educated young Australians around health and nutrition.


The Results


Registered Families


Video Views

2m +



EDM Open Rate



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