Uncle Tobys
 Oats Energy Exchange Cafe

Uncle Toby’s has fuelled Australians for over 100 years, but wanted to stay relevant and resonate with a new generation of consumers as they repositioned as the ’Natural Energy Company’. They wanted to bring to life the principle that the fuel you put in, creates the energy put out in an interactive way that engaged Australian consumers and earned media on their energy needs.
Aussies take over 115 trillion steps daily through everyday activities like cleaning, cooking and walking the dog. To show Aussies just how much incidental energy they're burning, we created the world’s first UNCLE TOBYS Energy Exchange Café, a pop-up experience where consumers could exchange their step energy for bespoke oat fuelled dishes.
To get consumers engaged and excited about the café, we engaged one of Australia's most energetic TV personalities, Tim Robards to launch the cafe, and speak to what's on and lifestyle media about that nutritious oat-y fuel plays in his own fitness and health routine.


13 million steps exchanged by 2,500+ people served within the three day activation
50 media stories in the likes of Studio 10, 9Coach, Concrete Playground and Body + Soul with a OTS of over 12 million
195 social posts with an OTS of over 2 million