Australian breakfast brand Uncle Tobys has launched a masterbrand campaign featuring three Aussie greats and their memories of growing up down under.
‘Great Grows Here’ via Ogilvy Sydneis the first time Uncle Tobys has had a united brand idea across all product portfolios.
The campaign includes 3 hero films featuring Brisbane Lions AFLW star Sabrina Frederick-Traub, Australian rocket scientist Samantha Ridgway and world-renowned acrobat Peter Kismartoni.
“The ‘Great Grows Here’ positioning shines a light on what great now looks like in Australia while reminding people that we’re still the lucky country,” said Andrew Hankin, Ogilvy associate creative director.
“Whether it’s our people, our attitude or our oats there’s something extraordinary that grows here unlike anywhere else. And while Uncle Tobys has always had a rich heritage in association with sport and Olympic athletes, now it’s time to celebrate what great can mean across different and unexpected areas as well.”
“For too long our brand platform has been fragmented across our product portfolio, now under the new Masterbrand platform we’re reminding parents of what our kids can achieve with the right fuel and encouragement,” said Lisa May, nutritious snacks business manager, Nestlé.
“It’s a unique opportunity to showcase how Uncle Tobys snacks can rekindle the sense of greatness in us all.”
The new campaign goes live this week with more to come throughout the year.