The Challenge
Uncle Toby’s oats were ‘iconic’. Yet at the same time, the last thing consumers could really recall about the brand was athletes in red swimwear, which they hadn’t featured for decades. And like many heritage brands in the CPG category, Uncle Toby’s was fighting new and exciting entrants in their category that loudly shouted their functional claims. The challenge they faced was therefore two-fold: recapture the magic of their old creative whilst steering clear of the trendy ingredient war permeating the category.
The Unlock
eatbigfish helped the team probe deeper into why the athletes ads had clicked where everything else had failed. And the team realized they’d been drawing the wrong conclusions: they’d told themselves the work had tapped into a ‘heath and fitness’ vibe that resonated with consumers. But the truth was, it was much more likely that people loved the athletes ads because they were fun, had their finger on the pulse of Australian popular culture and just felt really Aussie.
Once the team started believing that Uncle Toby’s could be, and needed to be, fun again, they were away. Their confidence grew. The ideas got bigger and bolder. Above all, the team started really enjoying working with the brand and it shone through in their work. A new positioning saw Uncle Toby’s making an ‘Oatervention’, challenging moments of superficiality in Aussie life, to WAKE AUSTRALIA UP.
Inputs
- Consumer Deep Dive
- Category Competitor Analysis
- Interviews with key stakeholders
- Brand History Immersion
Deliverables
- Challenger Masterbrand
- Strategic Summary
- Strategic Roadmap
