UNCLE TOBYS
‘FOR GOODNESS SAKE’

In 2021, Uncle Tobys wanted to create their first masterbrand idea in over 400 years. So, we rose to the challenge and managed to inject a bit of cheek and sexyness into a Nestle brand - not easy business when you’re dealing with wheat’s ugly cousin.

The idea of waking Aussies up and beseeching them to grab life by the bowls broke records in research for the best-tested Nestle campaign in Australian history, and better yet, offended a few MAFS fans on Twitter in the process.

Effies GOLD Winner