Cereal Partners Worldwide

CHALLENGE

In 2011, Uncle Tobys launched Gourmet Selections – a new range of premium-quality oats, and one of the biggest NPD launches for Cereal Partners Worldwide. Our task was to communicate the authenticity of the product’s ingredients in a fresh, modern way.

RESPONSE

We developed a TV and print campaign that ran across Australia and New Zealand; shot in a contemporary style, the work underscored the beauty of the ingredients, and the care that goes into Gourmet Selections. And what better way to do that than showcasing them at the local farmers’ market.

In a campaign that represents a step-change for Uncle Tobys advertising in terms of look and feel, the TV spot shows a local fruit farmer bringing his produce to market, where he unloads the crates from his truck, placing them on his market stall. In print we see packs shots taken at the same market stall.

RESULTS

The campaign broke on May 8th, 2011, and generated record baseline sales. As a product range, Gourmet Selections’ sales leapt 70% in the first week that advertising went on air. Sales of the variety features in the campaign – Strawberry & Cranberry – have more than doubled.