Uncle Tobys
 Bake For A Mate

Aussie families, friends and communities have been baking Anzac Biscuits using UNCLE TOBYS Oats for over 100 years. So after a year that put the Aussie spirit to the test, UNCLE TOBYS wanted to encourage Australians to remember and share the true meaning of 'mateship' by baking a batch of traditional Anzac Biscuits with their loved ones.
To demonstrate the simplicity and tradition behind the UNCLE TOBYS Anzac Biscuit recipe, we engaged UNCLE TOBYS Food Ambassador, Hayden Quinn alongside three beloved Aussie foodies, Justine Schofield, Sneh Roy and Lucy Matheison to share their tips and tricks for making the perfect batch at home. And, had each share who they were baking the biscuits for using the hashtag #BakeForAMate.
20 MILLION MEDIA OTS
To drum up further conversation about UNCLE TOBYS Traditional Anzac Biscuit recipe, we worked with Hayden to share the recipe and his bespoke baking tips with food, lifestyle and parenting media to give Aussies everything they needed to perfect their Anzac Biscuits all while positioning UNCLE TOBYS as the undeniable choice of oats for their biscuits.

RESULTS

53 total clips across media and social media stories, with a total OTS of 21.3 million
Coverage in top tier food and lifestyle publications including the likes of Delicious, SMART Daily, Lifehacker, 9Kitchen and Woman's Day 
5% engagement rate on influencer content against an industry average of 2.5%
1 2 3 … 8