UNCLE TOBY'S HOME GROWN
Despite the Uncle Toby’s brand being renowned for health and wellness, consumers were turning their backs on their cereals and muesli bars due to being perceived as over-processed and full of sugar. Uncle Toby's was determined to change this perception and engage a new generation of consumers.
Many Australian children don’t know where their food comes from.
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 then sent out to registered families across Australia. In the following months EDMs to the registered families shared growing tips, and educated young Australians around health and nutrition.
22,000 Australian families registered
UGC increased by 342%
Video content received 2 million views
EDM 37% open rate