Uncle Tobys launches new ‘Homegrown’ brand campaign via The Conscience Organisation

Uncle Tobys has launched a new brand campaign called Homegrown via TCO, in an effort to demonstrate the goodness of oats and get Aussie families actively involved in the Australian oat farming heritage of the brand.

Homegrown invites Australians to grow their own Uncle Tobys oats – and to share their growing experiences with the brand using #homegrownoats. Within three weeks of launch, over 22,000 Australian families have registered to take part.

Says Chris O’Donnell, head of marketing, Uncle Tobys: “Many kids don’t know where their food comes from so Uncle Tobys wants to get the whole family involved in the passion and heritage that we have around oats, and help them understand where their breakfast cereal or muesli bars comes from. Along the way we are going to teach these families about our oats – how they are grown, farmed and turned into our products. Who knows, maybe we can even plant the idea of oat farming in a grower of the future.”

VISIT THE CAMPAIGN SITE

The four-month Homegrown campaign involves digital content from Uncle Tobys ambassadors, Cate and Bronte Campbell, and spans Facebook, EDM, DM, UGC and a new website build. In addition to tips around growing oats, those involved in the campaign will also receive general pointers on health and nutrition for the family.

Says Catherine Donnelly, general manager, TCO: “We’re astounded at the success of Homegrown to date. We’ve seen User Generated Content increase by 342% in just three weeks. It’s a campaign that clearly resonates with Australian families and the quality of the content has blown us away.”