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Uncle Tobys #BakeANZACBiscuits

The Brief

In the lead up to Anzac Day 2020, UNCLE TOBYS wanted to inspire Australians to commemorate this important day by baking much-loved traditional Anzac biscuits using its Traditional Rolled Oats.

As part of an integrated agency and client team, FORWARD was briefed to develop a campaign that would encourage Australian families to enjoy some quality time in the home kitchen and share their homemade biscuit creations on social media using the hashtag #BakeAnzacBiscuits.


The Challenge

With COVID-19 restrictions in place, Australians were spending 90% of their time at home and plans for Anzac Day 2020 was looking a little different than usual. Many families were adjusting to the challenges of isolation and boredom of being stuck between four walls, so we needed to ensure that the campaign struck the right balance between inspiring Aussies to still commemorate this important day providing them with a practical outlet using the UNCLE TOBYS Traditional Rolled Oats while baking.


Our Response

Our strategy was to build an earned media and influencer campaign that showcased the positive social and emotional aspects of getting together to bake a recipe that has been passed down through generations. Working with a series of macro and micro influencers, supported by earned media outreach, we drove engagement by focusing on the social and educational aspects of coming together whilst spending time at home.

Phase One – Recipe Endorsement from some of Australia’s favourite chefs

To drive online participation and social sharing, we worked with a series of high-reaching foodie influencers and ex-MasterChef contestants including the likes of Hayden Quinn and Justine Schofield to share their experience baking Anzac Biscuits using UNCLE TOBYS Traditional Rolled Oats. Each influencer developed a series of Instagram posts that showcased them baking Anzac Biscuits using the traditional UNCLE TOBYS Anzac Biscuit recipe while at home and encouraging their followers to do the same.

Phase Two – Bringing foodies and parents onboard

To spread the campaign message and hashtag further, we also engaged 20 parenting and foodie micro influencers to share how they made Anzac Biscuits as a way to commemorate the Anzac Day from home. The influencers’ posts all included a link to the full recipe on the UNCLE TOBYS website and a call-to-action for their followers to get involved as well.

A selection of the micro influencer content was purchased for use on Uncle Tobys own social pages and boosted through paid spend in order to drive UGC of Aussies sharing their own #BakeAnzacBiscuits moments at home.

Phase Three – Amplifying #bakeanzacbiscuits through earned media

In addition to working with influencers, we developed a targeted consumer lifestyle media campaign that focused on driving positive stories about how you could commemorate Anzac Day from home.

We engaged UNCLE TOBYS Nutrition Ambassador, Kathleen Alleaume as a campaign spokesperson to speak to the benefits of baking at home with your kids and how to turn baking into an educational experience.

We shared the UNCLE TOBYS Anzac Biscuit recipe as an example of an easy, traditional recipe that uses ingredients that many Australians already had in their pantry. This was important to note as the brand did not want to drive further stock piling behaviour, given food shortages in supermarkets at the time.

We further leveraged influencer partners’ social posts as examples of celebrities who were finding new ways to commemorate the tradition, and a simple Anzac recipe that MasterChef cooks approved of.

The Results

  • Total campaign OTS of 14.03 million
  • 166 social and media clips within the week leading up to Anzac Day
  • 44,927 visits (from 88% new visitors) to the Anzac Biscuit recipe on the Uncle Tobys website in the week leading up to Anzac Day
  • 25 Instagram posts and 79 Instagram Stories from influencers, with OTS reaching over 6.7 million Australians
  • 30% of the Instagram coverage was earned
  • 3.9% average engagement across all social content with 259,290 comments, likes and shares
  • 101 #BakeAnzacBiscuits hashtag mentions as a result from the influencer content. The total number of hashtags 280
  • Secured 9 consumer lifestyle stories in the likes of Daily Mail and Yahoo! Lifestyle

This campaign was awarded Bronze for Influencer Campaign of the Year at PRIA’s 2020 Golden Target Awards


Uncle Tobys