UNCLE TOBYS says ‘For Goodness Sake!’ in new campaign via Ogilvy Sydney

April 14, 2021: Iconic Aussie brand, UNCLE TOBYS, has teamed up with comedian Dave Thornton for its new integrated campaign ‘For Goodness Sake!’

The campaign is the first stage of UNCLE TOBYS relaunch strategy and introduces a new brand positioning that says enough is enough to superficiality and encourages Australia to ‘wake up to themselves’ and get stuck into the goodness of UNCLE TOBYS oats.

Nestlé and Cereal Partners Worldwide engaged Ogilvy to bring a new voice to the iconic Aussie brand, away from Iron Men in Speedos, and attract a new generation of oat lovers.

Michelle Katz, Cereal Partners Worldwide Australia, Head of Marketing, says “UNCLE TOBYS is one of Australia’s most loved and trusted brands. This heritage puts us in a unique position to give Aussies a bit of a wake-up call to remind them of what’s really important. ‘For Goodness Sake!’ perfectly captures the wholesomeness Aussies already know and love about UNCLE TOBYS, and also introduces a cheeky new tone and confidence.”

The campaign kicked off on Sunday with TV spots riffing off Thornton’s larrikin sense of humour, directed by New Zealand’s Steve Saussey with Eight Productions. It will extend to OOH, a NOVA radio partnership and social with creative spanning UNCLE TOBYS entire portfolio of products, including UNCLE TOBYS PLUS cereal, UNCLE TOBYS Oats Breakfast Bakes and UNCLE TOBYS Snacks.

To support the ATL creative and integrated social executions, FORWARD Agency has developed an earned media and influencer campaign that extends the conversation and asks Australians what their most distracting and unfulfilling habits are. Along with Dave Thornton, other legendary Australians including Hayden Quinn, Em Rusciano and Cam Merchant, will join the wake-up call and share their own ‘Oatervention’ confessions.

Ogilvy Creative Director Andrew Hankin says, “There’s never been a better time to hit the reset button in life (and as a brand) and shift our focus to wholesome goodness. Being able to do this and give something like oats more personality has been an exciting challenge.”

In May, to closely follow the relaunch, UNCLE TOBYS will be introducing the ‘Oatervention’: an online activation that will allow Australians to discover what distractions they might need to wake the fake up from and how their behaviours compare to rest of the population.


Back to news & insights See More