Despite the Uncle Tobys 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.
Enter Uncle Tobys 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.
Results
| Families | UGC | Video Views | EDM Open Rate |
| 22,000 | +342% | 2mil+ | 37% |