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

Rachel Pool

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

Executive summary

A heritage brand trying to appeal to a younger audience isn’t new. What is new is the way Uncle Tobys reinvented their 125-year-old brand that had lost its place in Australian culture and faced a steady decline due to an ageing customer base.

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