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Uncle Tobys Super Blends Prebiotic Fibre Turmeric & Coconut

The Brief

In May 2020, UNCLE TOBYS® Oats launched the newest addition to its Super Blends range, Prebiotic Fibre Turmeric & Coconut. FORWARD was briefed to develop a PR campaign that would drive excitement around the new variant and position it as a premium breakfast option for health-enthusiasts.

The Challenge

There is a widely held perception that UNCLE TOBYS® Oats is an ‘old-fashioned’ breakfast option suited for an older demographic. Given the UNCLE TOBYS® Super Blends range was created with a millennial, health-conscious audience in mind, we needed to ensure that our campaign tapped into channels and topics that would capture the attention of younger adults.

Our Response

Leveraging gut health as a trending topic of conversation and playing up the versatility of the new product with creative and fresh recipe ideas, we implemented an integrated media and influencer-led campaign that showcased how the new Super Blends Prebiotic Fibre Turmeric & Coconut could make a healthy, delicious breakfast beyond the traditional bowl of porridge. Providing a range of creative recipe inspiration and credible nutrition advice, we wanted to show Aussies how UNCLE TOBYS® Super Blends was there to help them create a #superchargedmorning.

Engaging high-reaching health enthusiast heroes

We collaborated with four prominent Australian macro-influencers who embody the health-enthusiast millennial audience – Tim Robards, Olivia Molly Rogers, Kris Smith and Sally O’Neill – to create a range of engaging Instagram content that showcased the importance of oats in a gut-healthy diet and how they #supercharge their mornings at home, with the new Super Blends Prebiotic Fibre product.

The content created spanned a variety of different formats from recipe development and IGTV, to short-form video and static imagery to engage each influencer’s online community. The content also served as practical advice on how to achieve a healthy gut within your morning routine while weaving in messaging of the product’s unique flavour and nutrition credentials.

To drive further product focused awareness and engagement, we worked with over 30 micro-influencers across health and lifestyle verticals to spread our message of the new product to a wider audience. From porridge and bliss balls, to smoothies and breakfast bowls, the micro-influencers created an array of fun social content that showed the diverse ways the new Super Blends Prebiotic Fibre Turmeric & Coconut could be incorporated into a breakfast routine, and in turn encouraged their followers to try it too.

Leverage our nutrition expertise to drive earned media results

To generate media excitement around the launch, we worked closely with UNCLE TOBYS® Nutrition Ambassador, Kathleen Alleaume to develop four delicious gut-healthy breakfast recipe ideas, using the new variant as a base ingredient and provide her expert commentary on the subject of gut health.

Rather than just the usual bowl of porridge, Kathleen was challenged to create four recipes that incorporated UNCLE TOBYS® Super Blends in innovative, new ways whilst still boasting nutritional ingredients and gut health benefits. From a wholegrain kimchi omelette to a baked turmeric, coconut and raspberry oat loaf, Kathleen’s recipes provided media with new ways to supercharge their winter mornings at home.

We also used the recipes as inspiration for the creative media kit featuring ingredients for two of Kathleen’s bespoke breakfast recipes which was sent to top tier food and lifestyle journalists. We captured beautifully styled imagery for each of the recipes that was used in media outreach and on UNCLE TOBYS® own digital and social channels.

In addition to recipe outreach and an announcement of the new product to food trade and food news product pages, we also leveraged Kathleen’s knowledge to offer media stories around the importance of looking after your gut health, simple ways to eat a gut-friendly breakfast and the connections between gut health, fibre and whole grains.

A partnership with a leading health platform

To further strengthen the UNCLE TOBYS oats brand voice within the gut health space, we partnered with one of Australia’s top health titles, Body+Soul to develop a series of native content across multiple platforms.

Aimed at educating consumers on the importance of a healthy gut while driving awareness of the new Super Blends variant, the content included:

  • Sponsored editorial articles on how Aussies can take care of their gut health featuring simple yet practical tips from Kathleen alongside display advertising, driving consumers back to the UNCLE TOBYS website.
  • A takeover of Body+Soul’s successful podcast, ‘Healthy-ish’ with Kathleen appearing as a guest speaker in one episode where she discussed how Super Blends could play a positive role in a healthy digestive system.
  • Social content on how to super charge your morning and improve your gut health across Body+Soul’s high-reaching Instagram and Facebook channels.

The Results

  • 91 clips across earned and social media, with a total reach of over 42.6 million (surpassing our KPI by over 304%).
  • 27 media features in top-tier food and lifestyle titles including New Idea, Woman’s Day, Good Food, Yahoo Lifestyle, Man of Many and Taste.
  • An engagement rate of 8.5% across all influencer content, a 339% increase from the industry benchmark of 2.5%.
Client:

Uncle Tobys

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