How Uncle Tobys reinvented its 127-year-old 'uncool' brand

Uncle Tobys, a food manufacturing company, launched a campaign in Australia to stabilise decreasing market share, grow household penetration, and increase active consideration, positive distinctiveness/uniqueness and the number of consumers that agree with the key product claim.

Campaign details

Brand: Uncle TobysBrand owner: NestléEntrant company: Nestlé Australia - AustraliaIdea creation: Forward SydneyMarket: Australia & New ZealandSector: FoodMedia channels: Radio & audio, Outdoor, Out-of-home, Online video, Social mediaBudget: 1 - 3 million

Campaign video

Read the full case study here

Ladder scores were given during judging and reflect the case study contents before any confidential information was redacted....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands